Formula 1 unveiled the 2025 Global F1 Fan Survey, revealing significant shifts in fan engagement driven by younger audiences, women, and U.S.A. fans.
The survey, conducted every four years and based on over 100,000 responses from fans across 186 countries, offers a comprehensive look at evolving fandom in Formula 1. The results show that modern fans are more emotionally engaged, digitally connected, and motivated by storytelling and culture as much as by racing itself.
F1 President & CEO Stefano Domenicali said: “This study shows that fans are increasingly following Formula 1 for the stories and the many opportunities to engage with the sport, and then they’re becoming hooked on the fantastic racing. The sport is embedded in culture now, via streaming, storytelling, and social media, and that’s helping more people connect.”
Project partners, Motorsport Network CEO Werner Brell added: “This survey isn’t just a snapshot. It’s a signal to the marketplace. Gen Z, women, and U.S. fans are driving an always-on, connected, and culturally powerful era for F1.”
Key Data: Emotional Investment and Daily Engagement
The 2025 study highlights that:
- 94% of all respondents intend to follow F1 in five years
- 1% engage with F1 content daily
- 90% say they are emotionally invested in race outcomes
- 76% believe sponsors enhance the sport
- 86% watch 16 or more races per season
Gen Z fans stand out for their always-on engagement and emotional connection, with 70% in the U.S. consuming F1 content daily. Two-thirds of all respondents said they feel personally inspired by drivers or teams. Additionally, 70% of Gen Z participants say F1 represents a status or image they relate to.
Women and Gen Z Leading a Cultural Shift
Women now represent three out of every four new fans, with nearly half of Gen Z respondents identifying as female. Among surveyed women, 42% already follow F1 Academy, the all-female racing platform launched to promote inclusivity. Among Gen Z and newer fans, 37% and 36% respectively follow the series.
This marks a wider trend of fans forming identity-based connections with the sport. Drivers’ personalities and narrative drama are major reasons for engagement, especially among newer and younger audiences entering through streaming, social media, and cultural touchpoints.
United States: F1’s Fastest-Growing Market
The U.S. accounted for the largest share of respondents in this year’s survey, with fan growth concentrated among younger, digitally savvy groups. Notably:
- 73% of U.S. fans plan to attend a race in the future
- 70% of Gen Z fans engage with content daily
- 40% follow a driver first, before a team or the sport
- 37% have purchased F1 merchandise
- 39% of Gen Z and 41% of women in the U.S. are more likely to buy F1 sponsor products
These metrics underscore a rapidly maturing commercial opportunity in the American market, especially for sponsors and partners.
Live Experiences and Sponsor Impact Remain Vital
Fans remain highly invested in live events. Among those who haven’t yet attended an F1 experience, 41% plan to in the future. Interest spans Grands Prix, exhibitions, arcade-style activations, and immersive fan events.
Sponsorship plays a growing role in fandom. One in three fans say they are more likely to buy from an F1 sponsor. This rises to 40% among Gen Z respondents.
The full study spans eight chapters and explores content consumption, emotional drivers, sponsorship impact, and live experiences. It offers deep insight into the future of F1 and global sports fandom.
Full F1 Fan Survey report available here>>>
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