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F1 data counters new report’s purported social media ‘crisis’
Formula 1 has presented evidence contradicting a recent report claiming that the series’ social media influence was declining. Buzz Radar released a report asserting that F1 had experienced a significant decrease in new followers, interactions, and mentions from January to May in 2022 and 2023. The lack of a title battle this season, compared to the previous year’s technical rule changes and fallout from the 2021 Abu Dhabi Grand Prix, was cited as the reason for the decline. However, F1’s internal data challenges Buzz Radar’s claims, indicating that growth across official FOM channels in 2023 is nearly eight times greater than reported (757% vs. 3.7 million). During Q2 2023, F1-owned channels ranked second globally in follower growth rate among top sports leagues, with only La Liga, Spain’s premier football division, ranking higher. Moreover, F1’s active engagements, encompassing likes, comments, and shares, increased by 4% compared to 2022, with an estimated 1.5 billion engagements anticipated for the third consecutive season. The Buzz Radar report titled “Have we reached Peak F1?” suggested that the 2023 season, dominated by Verstappen and Red Bull’s victories, marked a downturn from previous rapid growth. Despite this, the report commended F1’s overall growth in popularity over the past decade, particularly since Liberty Media took over in 2017 and relaxed social media restrictions, resulting in 80% growth. Only the UEFA Champions League and the Indian Premier League experienced higher growth rates at 112% and 208%, respectively, while other motorsport series like IndyCar, NASCAR, and WRC had growth rates of 60%, 12%, and 40%.
Source: RacingNews 365
