Revving Up Ratings: Formula One's Quest for U.S. Popularity

Formula One is targeting a boost in U.S. television ratings as its next big move, according to McLaren CEO Zak Brown. The sport has gained popularity due to Netflix's 'Drive to Survive', three U.S. races, and an Apple F1 movie featuring Brad Pitt. Despite successes, ratings remain below major U.S. sports.

Formula One is setting its sights on increasing television ratings in the United States, a strategic move that McLaren boss Zak Brown highlights as crucial for growth. The sport's appeal has surged recently, largely due to the Netflix series 'Drive to Survive' and a high-profile Apple movie starring Brad Pitt.

While three U.S. races have helped raise Formula One's profile, its viewership still lags behind dominant American sports like the NFL. Speaking at an Autosport Business Exchange event, Brown noted that despite only scratching the surface in digital content potential, the sport's U.S. journey has just begun.

Formula One has aligned with Apple TV, surpassing Disney's ESPN, to deliver extensive live race coverage. This partnership aims to capture a new, predominantly young and female fan demographic, as evidenced by the 2025 Global F1 Fan Survey. With innovation at its helm, Formula One remains committed to infiltrating American sports culture.