Formula 1 and Motorsport Network unveil 2025 Global Fan Survey

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

The survey was launched earlier this year and, 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 fan mindset and show that Formula 1 is increasingly attracting a new, younger and more female audience, with growth in markets such as the United States.

The research shows that fans are increasingly drawn to Formula 1 by the breadth of stories and the variety of ways to engage with the sport – and they’re staying for the speed, strategy, and spectacle. Digital highlights and the full white paper are available to download and view.

“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,” said Stefano Domenicali, President & CEO of Formula 1.

“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, added: “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.”

Emerging demographics

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.

Gen Z is helping shape the rhythm of modern fandom, engaging with the sport 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.

Female fans now account for three in four new fans. Most are newer to the sport and skew younger, with nearly half of all Gen Z respondents being women.

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

Among respondents:

• 94% plan to follow F1 in five years
• 73% of US fans plan to attend a race in the future
• 61% engage with F1 content daily
• 42% of female fans already follow F1 ACADEMY
• 76% say sponsors enhance the sport

Key findings

Modern F1 fandom is emotional, participatory, and always-on

Formula 1 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 sport – one that reflects a more dynamic, always-on relationship with Formula 1.

The thrill unites

Across 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 stay

Among 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.

Content is the new entry point and emotional driver for engagement

Many newer and younger fans are discovering Formula 1 through social media, streaming series, and shared content – entry points that now shape how they connect with the sport. 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.

Sponsorship drives consideration

76% 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 connection

Intent to attend Formula 1 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 sport live and in-person.

F1 ACADEMY signals a new kind of growth

23% 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.

United States: a growth market to watch

The 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.

Among US-based participants:

• 73% plan to attend a US race in the future
• 70% of Gen Z respondents engage with F1 content daily
• 40% follow a driver first (vs. team or sport)
• 37% have purchased F1 merchandise
• 39% of Gen Z respondents and 41% of surveyed women say they’re more likely to consider an F1 sponsor product