Leveraging insights on the observable behavior of over 250 million consumers from EPIC (Elevate Performance and Insights Cloud), Elevate uncovers who sports audiences really are—and how their unexpected behaviors, from rural fandom to premium content engagement, drive cultural and commercial impact.
Who’s Really Watching F1 in America? The Data Might Surprise You
Brad Pitt and the Top Gun: Maverick team just spent two years and $200 million making the most realistic Formula 1 movie ever—designed to bring new U.S. fans to the sport. But here’s the thing: the American F1 audience doesn’t look anything like a Hollywood blockbuster crowd. If brands and marketers think this film will suddenly turn F1 into a Gen Z trend, the data tells a very different story.
Our latest audience data shows that F1’s U.S. fanbase isn’t just growing; it’s evolving into a unique mix of rural loyalty, financial stability, and global curiosity.
Rural America Loves F1 (Yes, Really)
When people picture Formula 1 fans in the U.S., they tend to imagine jet-setters on the coasts, sipping espresso while streaming Monaco highlights. The reality? It’s a lot more complex—and more interesting.
One of the biggest surprises? Rural-route households are 3.5 times more likely to follow F1 than the average American. That’s not just a fun stat; it’s a wake-up call for brands that assume F1 fandom begins and ends in New York or LA. There’s an untapped market in smaller towns that's just as excited about precision engineering as any coastal enthusiast.
Affluent, Older, and Very Selective
This is not a Gen Z story. In fact, 18–21-year-olds barely register as F1 fans (0.8%) in the U.S. Instead, the audience skews toward older, affluent households.
This is the type of consumer who values craft and experience over impulse buys. F1 fans have a 21.47 times higher likelihood of engaging with classic & sports car magazine content—data suggests this a discerning crowd, not a TikTok-scrolling one.
How They Watch & What They Ignore
If you’re chasing influencer trends, skip F1. Fans are less likely to engage with automotive influencers (0.66%).
But when they do pay attention, they stay for a while. F1 fans engage more strongly with longer-form content, particularly in gaming and video content, with index values ranging from 30% to over 2,000% higher than the general population.
That’s great news for platforms streaming this film later. But for brands betting on viral social moments? Not so much.
Why It Matters
The F1 movie will undoubtedly bring new viewers to F1. But if brands want to stick around after the credits roll, they need to understand who’s already here.
F1 in the U.S. isn’t just a sports property; it’s a lifestyle play. These are experience-driven consumers who aren’t impressed by volume—they want quality. Brands that lean into authentic partnerships, premium activations, and narrative-driven marketing will get noticed. Everyone else will get scrolled past.
