A global Formula 1 survey provides insight into the behavior and interests of fans worldwide – the findings: they are younger, more female, and more digital than ever before
Formula 1 is undergoing profound change, not only on the racetrack but also in its global fan base.
The “Global F1 Fan Survey 2025,” a joint study by Formula 1 and Motorsport Network, provides detailed insights into the behavior, interests, and future expectations of modern Formula 1 fans based on over 100,000 respondents from 186 countries.
New fans among women and Gen Z
A key finding of the study is the increasing diversification of the fan base. Particularly striking is the strong growth in female fans, who now account for three out of four new fans.
At the same time, Generation Z is significantly shaping the new fan profile. They are emotionally involved, well connected digitally, and consume content via streaming and social media at an above-average rate. Two-thirds of those surveyed say they feel personally inspired by drivers or teams, and in the US, 70 percent of Gen Z consume Formula 1 content daily.
The US as a dynamic growth market
The US represents a significant focus of the survey, accounting for the largest share of participants. The development there is particularly dynamic: 73 percent of US fans plan to attend a race in the US in the future, and 37 percent have already purchased Formula 1 merchandise.
The change in identification is also striking: many US fans tend to follow a driver rather than a team or the series as a whole, namely 40 percent.
Daily interaction and high loyalty
The survey shows that new fans are coming to Formula 1 via social media, streaming formats, or storytelling. 70 percent of Gen Z respondents say that Formula 1 represents a status or image that appeals to them. But what keeps fans loyal in the long term are the classic core values of the series: speed, strategy, and spectacle.
A full 90 percent of respondents say they are emotionally involved in race results, 86 percent watch 16 or more races per season, and 94 percent want to continue following Formula 1 in five years’ time.
The modern fan community is not just a passive consumer, but actively, emotionally and constantly connected to the series. 61 percent of all fans interact with Formula 1 content on a daily basis, whether via social media, livestreams, podcasts or news platforms.
This “always-on” behavior strengthens emotional attachment and creates new opportunities for marketing, community building and fan engagement.
Live experiences are gaining in importance
Despite the digital focus, there is growing interest in physical experiences. 41 percent of fans who have never attended a Formula 1 event plan to do so in the future. Whether it’s a classic Grand Prix, a fan event, or interactive formats such as pop-ups and exhibitions, the desire for tangible proximity to the series is growing.
Interesting for partners and brands: 76 percent of respondents feel that sponsors enrich the fan experience. One in three say they are more likely to buy from a Formula 1 partner. Among Gen Z, this figure rises to 40 percent. The survey thus clearly demonstrates the value of strategic brand partnerships within the world of Formula 1.
F1 Academy as a driver of diversity
The F1 Academy, the all-female junior series, is gaining in popularity, especially among female and young fans: 42 percent of female respondents already follow the Academy. There is also strong interest among Gen Z (37 percent) and new fans in general (36 percent) – a clear sign of the demand for inclusion and representation in motorsport.
The findings of the “Global F1 Fan Survey 2025”: Formula 1 is becoming younger, more female, more digital, and more emotional. Fans consume content more intensively, identify more strongly with personalities, and engage for the long term.
Stefano Domenicali, President and CEO of Formula 1, emphasizes: “This study shows that Formula 1 fans are increasingly following the sport because of the stories and the many opportunities to interact with it, and then get hooked by the fantastic racing.”
“The sport is now part of the culture – through streaming, storytelling and social media – and that helps to reach more people. By working with Motorsport Network, we have been able to gain deeper insights into the modern fan experience in 2025 and ensure that our strategy for attracting new fans remains on track.”
Werner Brell, CEO of Motorsport Network, adds: “This survey isn’t just a snapshot. It’s a signal to the market. Gen Z, women, and US fans are shaping an ever-present, connected, and culturally influential era of Formula 1.”
“It shows how we can better serve fans, connect them with partners, and capitalize on the biggest commercial opportunities for the future of the sport.”
