“Drive to Survive – Season 7” has dropped. Today we pose the question: How long can “Drive to Survive” continue to captivate audiences?
In 2024, 1 in 4 people said they became a fan of Formula One after watching “Drive to Survive”, and 35% said they intend to watch more races because of the docuseries. These are impressive numbers, even though the 1 in 4 new fans may be counted in the 35% who intend to watch more races - as we all know, statistics can be shaped to tell almost any story. Add PR to the mix, and magic is likely to happen.
Now in its 7th season, the Formula One docuseries has become a much anticipated precursor to the F1 season, which, this year, starts on March 16th in Melbourne.
Released late last week on Netflix, many viewers have already binged through all 10 episodes. For those who simply watch F1 races, but don’t follow the sport, the behind-the-scenes plot of “Drive to Survive” may well satisfy viewers’ curiosity and fuel dreams; however, for those who more actively follow F1, Season 7 brings little new to the table.
For FIA Formula One World Championship owner Liberty Media, “Drive to Survive” is an important part of its omnichannel marketing strategy. But let’s be clear … “Drive to Survive” is for the masses, for the mostly uninformed viewer, for those who are content with action shots, heart-throb drivers and the lives of the rich and famous, with a sprinkle of controversy added into the mix. Let’s call “Drive to Survive” what it is: targeted entertainment. F1 is no longer just a sport, it is an entertainment brand. Forbes ranked Liberty Media as the most valuable sports empire in 2024, worth $18.22 billion; in 2016, Liberty Media paid $4.6 billion for the rights to Formula One (using just $301 million of its own money to seal the deal).
“Drive to Survive” has energized the age group. It’s like a marketer’s dream. Your average age of your audience has gone down 10 years and the demographics are fantastic now. And the mix is just incredible. That’s any marketer’s dream.” (Martin Brundle, Ex-F1 driver)
“F1 has regained the glamor and star factor.” (Nico Hulkenberg, F1 driver)
“F1 is the biggest sport entertainment brand in the world.” (Stefano Domenicali, CEO, Formula One Group)
Prior to executive producing “Drive to Survive”, Box to Box Films co-founder James Gay-Rees co-produced a double BAFTA winning documentary about Brazilian Formula One driver Ayrton Senna, who won the F1 World Championship 3 times before being killed at the San Marino GP in Imola at age 34.
With the success of “Drive to Survive”, Box to Box has gone on to produce a myriad of similarly formatted sports docuseries, broaching elite tennis, surfing, golf, soccer, hockey, cycling and more. An Apple TV+ documentary about Lewis Hamilton is on the books, with no release date yet announced.
Despite strong growth, Box to Box was in the red for the year ending March 31, 2024. Privately held Bruin Capital, run by George Pyne (former head of IMS Sports & Entertainment (a sports and culture company) and former COO of NASCAR) stepped in to provide some relief and to position the Company for growth, with a $38 million injection in Box to Box.
If all goes according to plan, Box to Box will expand into self-financed films and new verticals, while keeping an eye out for Merger & Acquisition opportunities.
“Box to Box is ready to take the next step in realizing its huge potential to become the definitive sports entertainment company globally … to execute this next growth phase called for a partner who understood our business and brought complementary resources and a track record that would excite the industry as well as creative partners.” (James Gay-Rees and Paul Martin, Box to Box Co-founders)
Do we have any suggestions for Box to Box and/or Netflix as it/they aspire to keep “Drive to Survive” fresh?
Yes, we do.
Focus more on the facts, tell the whole truth, do not just gloss over the details. Dial down the sensationalism to a certain degree. Bring in commentators of the calibre of Claire Williams, including past drivers and/or team principals – people who know the business inside and out, who can bring unique insights to audiences. Here’s a wild card: how about Sam Collins? He cut his teeth in a work study program at Williams F1, went on to study automotive engineering, has been a club racer (like some fans), and he is an ex-Race Car Engineering technical expert who has a quirky look, an authentic personality and knows his stuff. We like him.
Having the right talent to further understanding of Formula One in “Drive to Survive” is pure gold that will develop viewers’ appreciation of the sport, instead of simply feeding them fluff, which will eventually lose its appeal whenever the next “in” thing takes away their desire for another quick fix. After 7 seasons of F1, it is time to sit back, reflect and look ahead to the long game.
Now that you’ve read today’s blog, why not take what you’ve learned and play today’s matching quiz on your Quizefy app? Many of the answers can be found right here. We publish an on-trend, hint-filled blog at www.quizefy.com every Tuesday, along with a matching quiz in your Quizefy app. We think they’re a great combination and a great way to Strut Your Smart.