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Drive to Survive Sparks Formula 1's U.S. Growth

10/16/2025

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Summary

Story summary

Toto Wolff, Mercedes F1 team principal, said Drive to Survive helped Formula 1 grow in the U.S., at Autosport Business Exchange in New York.
He was initially skeptical but saw the show attract new fans, including a friend who wanted to attend a race.
He noted that absence of top teams in early seasons let smaller teams shine.
The movie has since grossed about $629 million and spurred a sequel.

History

Historical Context

Since its launch in 2019, Netflix's "Drive to Survive" has transformed Formula 1's appeal, particularly in the U.S., generating over $629 million in revenue. The series, which initially focused on Red Bull Racing, has broadened its narrative to include smaller teams, reshaping fan engagement and sponsorship strategies. This shift reflects a significant trend in sports media, enhancing accessibility and inclusivity in motorsport.

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Story summary

Toto Wolff, Mercedes F1 team principal, said Drive to Survive helped Formula 1 grow in the U.S., at Autosport Business Exchange in New York.
He was initially skeptical but saw the show attract new fans, including a friend who wanted to attend a race.
He noted that absence of top teams in early seasons let smaller teams shine.
The movie has since grossed about $629 million and spurred a sequel.

1 / 2