Drive to Survive, the popular Netflix documentary series, has undoubtedly brought F1 closer to fans worldwide. It provides an intimate look at the behind-the-scenes drama, rivalries, and personal lives of drivers and teams.Alain Prost, the legendary Formula 1 driver, raises an interesting point about the impact of social media and shows like Drive to Survive on the sport and its drivers.
However, Prost wonders whether the show’s impact would have been as significant without the backdrop of the COVID-19 pandemic. During lockdowns, viewers turned to various series, including F1 content, for entertainment.
Alan said, “Obviously social media is very different because you can touch a lot more people but there’s always a negative part of it, you know, because the messages that you can show and the good or bad things, you don’t know. It’s very difficult to judge.”
“But, it is also a part of our generation, our society is a little bit like this. So, you just have to be conscious that you need to get the best of that. With social media, I ask myself very often, what could have been our fight with Ayrton [Senna] with social media at the time? I mean, that would have been, I think, a disaster.”
The Impact of “Drive to Survive” on F1
When Netflix’s “Formula 1: Drive to Survive” premiered in 2019, it revolutionized the way fans perceive the sport. Traditionally, Formula 1 was seen as an exclusive realm of high stakes, high speeds, and limited access. However, this docuseries shattered those barriers, inviting both existing fans and newcomers into the heart of the action.
Beyond being a documentary series, “Drive to Survive” serves as a powerful example of branded content. Its clear objective is to reach new audiences and raise awareness of the F1 brand. By targeting not only die-hard F1 fans but also a broader audience, the show found the perfect platform on Netflix.
“Drive to Survive” not only converted viewers into F1 fans but also played an educational role. Among the general population, it helped:
- 34% become fans after watching the series.
- 30% gain a better understanding of the sport.
The docuseries has become one of Netflix’s most successful original productions, leaving a lasting impact on the world of Formula 1. It has brought new fans to the sport, changed perceptions, and elevated the F1 brand globally.
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