Formula 1 and Motorsport Network unveil 2025 Global F1 Fan Survey

Formula 1 and Motorsport Network – the world’s largest motorsport media company – today release the 2025 Global F1 Fan Survey, a recurring study conducted every four years to track how fan engagement is evolving across the series globally.

Based on more than 100,000 responses from self-identified, highly engaged fans in 186 countries, the findings offer a detailed snapshot of the modern race fan’s mindset. Responses show that Formula 1 is attracting a new, younger and increasingly female audience, and found that the series is growing in markets such as the US. The research shows that fans are increasingly drawn to Formula 1 by the breadth of stories and the variety of ways to engage — and they’re staying for the speed, strategy and spectacle.

Stefano Domenicali, president and CEO of Formula 1, said: “This study shows that fans are increasingly following Formula 1 for the stories and the many opportunities to engage with the sport, and then they’re becoming hooked on the fantastic racing.

“The sport is embedded in culture now, via streaming, storytelling, and social media, and that’s helping more people connect. With Motorsport Network, we’ve been able to take a deeper look at what modern fandom really looks like in 2025 and ensure our strategy to bring in new fans remains on track.”

Werner Brell, CEO of Motorsport Network, said: “This survey isn’t just a snapshot — it’s a signal to the marketplace. Gen Z, women, and US fans are driving an always-on, connected, and culturally powerful era for F1. It points to how we can better serve fans, connect them with partners, and seize the biggest commercial opportunities for the sport’s future.”

Lewis Hamilton, Ferrari

Photo by: Steven Tee / LAT Images via Getty Images

Among respondents:

94% plan to follow F1 in five years73% of US fans plan to attend a race in the future42% of female fans already follow F1 Academy61% engage with F1 content daily76% say sponsors enhance the sport

Emerging demographics:

Women are powering the next wave of F1 fandomFemale fans now account for 3 in 4 new fans in this year’s study. Most are newer to the series and skew younger: nearly half of Gen Z respondents are women.

Gen Z fans are always-on and emotionally investedGen Z is helping shape the rhythm of modern fandom — engaging with the series more frequently and on a deeper emotional level. Two-thirds of survey respondents say they feel personally inspired by F1 drivers or teams, and in the US, 70% of the study’s Gen Z respondents engage with F1 content daily, especially through streaming video and social media.

Rising US audience underscores global momentumWith the largest country share of survey respondents, US fans continue to stand out for their growth, youth, and digital fluency. They over-index on content engagement, sponsor responsiveness, and daily touchpoints. This signals a market where fandom is evolving rapidly and is commercially primed.

Lando Norris, McLaren

Photo by: Glenn Dunbar / Motorsport Images

Key findings

Modern F1 fandom is emotional, participatory, and always-onF1 fans aren’t just watching — they’re investing, interacting, and engaging with the sport frequently. Among surveyed fans, 90% say they’re emotionally invested in race outcomes and 61% engage with F1 content daily. Across platforms and time zones, surveyed fans are shaping a continuous connection to the championship — one that reflects a more dynamic, always-on relationship with Formula 1.

Culture is the new entry point and emotional driver for engagementMany newer and younger fans are discovering Formula 1 through social media, streaming series, and shared content — entry points that now shape how fans connect with F1. They are more likely to form identity-based connections with Formula 1, citing driver personalities and narrative drama as key drivers of engagement. 70% of Gen Z respondents feel that Formula 1 represents a status or image that appeals to them.

The thrill unitesAcross all audience segments, speed and performance remain the most powerful motivators, with 90% of respondents saying they’re emotionally invested in race outcomes.

Fans are committed and intend to stayAmong surveyed fans, commitment runs deep. 94% say they intend to follow Formula 1 five years from now, and 86% watch 16 or more races per season.

Sponsorship drives consideration76% of respondents believe sponsors enhance the F1 experience. One in three are more likely to purchase from F1 partners, with favourability rising to 40% among Gen Z respondents.

Live experiences deepen connectionIntent to attend in-person events is rising: 41% of surveyed fans who haven’t attended an F1 fan experience plan to do so in the future. From grands prix to pop-ups, brand activations, exhibitions, and arcade-style venues, fans are increasingly seeking immersive ways to engage with the series live.

F1 Academy signals a new kind of growth23% of surveyed fans say they follow F1 Academy and among women, that rises to 42%, making it the second-most-followed series after Formula 1 itself. The all-female racing platform is gaining momentum among newer audiences too, with 37% of Gen Z and 36% of newer respondents engaging underscoring the demand for inclusive storytelling and representation on the grid.

US Fans: A growth market to watchThe United States accounted for the largest country share of survey respondents, offering a lens into one of Formula 1’s most dynamic national markets. While Europe remains the largest region overall, the US stands out for accelerating fan growth, especially among younger, digital-first audiences.

Lando Norris, McLaren, Max Verstappen, Red Bull Racing

Photo by: Glenn Dunbar / Motorsport Images

Among US-based participants:

70% of Gen Z respondents engage with F1 content daily40% follow a driver first (vs. team or sport)37% have purchased F1 merchandise73% plan to attend a US race in the future39% of Gen Z respondents and 41% of surveyed women say they’re more likely to consider an F1 sponsor product

The full study spans eight chapters, covering emotional motivators and content engagement to live experiences, lifestyle signals, and sponsorship impact. It offers insights to help better understand and serve F1’s most engaged fans — and a view into the future of sports fandom more broadly. 

For a link to the digital highlights, please click here.