It’s no secret that Formula One has been tirelessly trying to break into the US market, especially with the docuseries Drive to Survive which brings audiences right into the heart of the drama of F1. With many different attempts to get Americans involved in F1, this docuseries has been the most successful, with American viewership on ESPN going from an average of 554,000 viewers per race in 2018 when the show premiered to 1.1 million views per race in 2024. So the Netflix series has clearly helped bring the world of Formula One to American audiences, but what’s the next step?
Since 2018, F1 broadcasting rights in the United States have belonged to ESPN. But with their contract expiring after the 2025 season, it seems Netflix has entered in the bid for US broadcasting rights.
This comes at a time when Netflix is also very invested in other sports docu-series and sports live streaming as well. Since the introduction of Drive to Survive in 2018, the media giant has launched several similar sports series including Quarterback, Tour de France: Unchained, and other motorsport series such as NASCAR Full Speed and 100 Days to Indy. Netflix has also begun live streaming sports, with exclusive broadcasting rights for the FIFA Women’s World Cup in 2027 and 2031. Through this and the Christmas Day NFL games which brought in an average of 24 million viewers in game two between the Baltimore Ravens and Houston Texans, Netflix has shown broadcasting on their site to be extremely lucrative; something attractive to the Formula One bosses looking to grow their sport while bringing in millions.
The one question mark that hangs over the expected offer is if Netflix will be able to keep viewers for the whole season? Netflix has never broadcasted full seasons, only specific events. With this in mind, many wonder if Netflix will be able to pull a full season off, if they’ll be able to consistently bring in a substantial viewership and what it means for the future of the streaming service. Their competitor ESPN also has the advantage of showing races immediately after other big sporting events. For example, the 2024 Miami Grand Prix averaged 3.1 million viewers after being shown directly after the Orlando Magic and Cleveland Cavaliers NBA game which averaged 4.32 million viewers, something that would not be possible with a streaming service like Netflix.
With this move towards sports broadcasting, and the audience Netflix has brought in through Drive to Survive, Netflix certainly looks like a promising option for who can bring Formula One to American audiences for 2026 and beyond. While nothing is decided yet, it is certain that this bidding war, no matter the winner, is an important step in the future of Formula One in the United States as it tries to extend its American audience.
