Social media: Formula 1, second fastest growing sport in terms of audience in 2020 (+36%)

"Formula 1 is currently the second fastest growing sport on social media with a year-on-year growth of 36%," announced Formula One Group, which published the results of a market study, conducted by the British company The Insights Family, aimed at "understanding what the 'fan of the future' looks like," on 23/08/2021.

This growth is particularly strong among young audiences: the number of children who are Formula 1 fans increased by 17% (+2.85 million) in 2020 in the main European markets, compared to an increase of just 6% for football.

The study highlights the role of new social networks, such as Instagram and TikTok, where F1 has 14.5 million and 3 million followers respectively. The content published by the governing body on these platforms, such as "race highlights, driver content and behind the scenes clips" is particularly popular with 18-25 year olds.

• The data collected by The Insights Family was "a combination of qualitative and quantitative research across seven markets with a total sample size of 162,774 kids aged 12-18," according to Formula One Group on 23/08/2021.