Behind the Numbers: an EMARKETER Podcast Formula One’s American Takeover: Will Brands Race Into F1 or Hit the Brakes? | In the Game
Mar 17, 2026
Ross Benes, a data-driven sports analyst, and Blake Droesch, a media and marketing skeptic, debate Formula One’s U.S. momentum. They discuss Drive to Survive and star drivers as audience magnets. They examine the impact of added U.S. races, celebrity spillover, and whether growth is sustainable or a hype cycle. They also weigh commercial value for brands and the risk of over-Americanizing the sport.
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Drive to Survive Drove The U.S. Audience Spike
- Drive to Survive catalyzed U.S. interest in F1 by turning drivers into relatable characters.
- Netflix's 2019 series doubled U.S. per-race viewers from ~600k to ~1.2M by spotlighting personalities and behind-the-scenes drama.
Storytelling Matters More Than Pure Competition
- Storytelling, not just competition, made F1 accessible to casual American viewers.
- Blake Droesch argues the show's character arcs and behind-the-scenes narrative got nontraditional sports fans to tune into races.
U.S. Grands Amplify American Viewership
- Adding U.S. races and time-zone–friendly events significantly lifts American viewership.
- Miami and Las Vegas races draw roughly double typical U.S. viewers, with Miami reaching about 3.1M viewers.