Following the success of sports docuseries like “All or Nothing” and “Last Chance” in the past decade, Liberty Media quickly saw an opportunity to give motorsports the same treatment. How Netflix's 'Drive to Survive' has remade the sport in America:
sat out Season One. But they soon realized this wasn’t going to be a show about front wings, telemetry analysis and tire degradation. It was an opportunity to engage with fans who had no prior knowledge of motor racing, by focusing on the characters.global survey by Motorsport Network
“This has resonated with a different demographic, a younger demographic, a female demographic,” Ian Holmes, F1’s director of media rights, said in an interview last year. “Your avid fan will 100 percent hoover through the series. But what is particularly exciting for us is how non-fans have become fans.”
That has been the “secret sauce” to the success of “Drive to Survive” and why it has resonated so strongly with the American audience. Viewers have come to love Daniel Ricciardo’s random singing, for example, and Guenther Steiner’s colorful language . They’ve seen drivers celebrate first wins and 100th wins, grapple with crushing defeats and, at the series’ rawest points, handle the deaths of friends and loved ones.
Indeed, the storytelling in “Drive to Survive” has helped change the definition of a “winner” for American F1 fans, and expand the definition of what matters in the sport. Viewers can see what a shock pole position in Brazil means to Kevin Magnussen, or why an eighth-place finish in Hungary left George Russell in tears.
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