Formula 1 fandom is evolving – and it’s younger, more diverse, and more plugged-in than ever. According to the 2025 Global F1 Fan Survey, released by Formula 1 and Motorsport Network, the sport is in the midst of a generational and cultural shift, with women, Gen Z, and US fans emerging as powerful forces shaping the future of the grid.
Conducted every four years, the survey gathered insights from more than 100,000 self-identified F1 fans across 186 countries. The results confirm what has been building over recent seasons: Formula 1 is no longer just a motorsport, it’s a cultural phenomenon.
Women are leading the next wave of fandom, with female fans making up three in four of all new fans in the survey. Among Gen Z respondents, nearly half identify as female – highlighting the sport’s growing appeal to young women. Meanwhile, Gen Z fans are driving an “always-on” model of fandom, engaging with content daily, following driver storylines closely, and shaping how F1 is consumed across platforms.
In the US, the appetite is surging. American fans represented the largest national response to the survey, and they’re not just watching – they’re spending, attending, and advocating. The report states that 73% plan to attend a race in the future, and 70% of Gen Z respondents engage with F1 content daily, underscoring a shift that’s as commercially powerful as it is cultural.
Stefano Domenicali, President & CEO of Formula 1, said: “This study shows that fans are increasingly following Formula 1 for the stories and the many opportunities to engage with the sport, and then they’re becoming hooked on the fantastic racing. The sport is embedded in culture now, via streaming, storytelling, and social media, and that’s helping more people connect. With Motorsport Network, we’ve been able to take a deeper look at what modern fandom really looks like in 2025 and ensure our strategy to bring in new fans remains on track.”
Werner Brell, CEO of Motorsport Network, said: “This survey isn’t just a snapshot – it’s a signal to the marketplace. Gen Z, women, and US fans are driving an always-on, connected, and culturally powerful era for F1. It points to how we can better serve fans, connect them with partners, and seize the biggest commercial opportunities for the sport’s future.”
Live events and fan engagement
As Formula 1’s global popularity continues to surge, fans are increasingly looking beyond the screen and towards real-world experiences. The 2025 Global F1 Fan Survey reveals a growing appetite for in-person engagement, with live events emerging as a vital touchpoint for deepening fan loyalty, emotional investment, and brand connection.
According to the survey, 41% of fans who have never attended a Formula 1 race or experience plan to do so in the future – a clear signal that the fan journey doesn’t end with streaming or social media; it evolves into real-life interaction.
US fans are especially eager. Nearly three-quarters (73%) of American respondents say they plan to attend a race, a number that reflects both the growth of races in the United States and the increasing accessibility of immersive F1 activations across the country.
Beyond the Grands Prix, fans are engaging with pop-up fan zones, exhibitions, branded arcades, and F1-themed entertainment venues, which allow them to experience the sport in exciting, interactive ways. These physical environments are not only bringing the speed and spectacle of Formula 1 closer to fans – they’re also providing valuable opportunities for sponsors and partners to make lasting connections with their target audiences.
With Formula 1 investing heavily in fan experience innovation, from Las Vegas spectacles to global brand activations, live events are set to play a major role in shaping the sport’s cultural momentum in the years ahead.
To read the full 2025 Global F1 Fan Survey see fansurvey2025-formula1.motorsportnetwork.com
Key insights: 2025 Global F1 Fan Survey
Women are powering F1’s new growth
- 3 in 4 new fans are women
- 42% of female fans follow F1 Academy
- Female Gen Z fans are significantly more engaged than in previous years
Gen Z is emotionally invested and always-on
- 70% of Gen Z US fans engage with F1 content daily
- Two-thirds of all respondents feel emotionally inspired by F1 drivers or teams
- 70% of Gen Z respondents say F1 reflects a status or identity they relate to
US fans are a growth engine
- Largest national share of survey respondents
- 73% of US fans plan to attend a race in the future
- 37% have purchased F1 merchandise
- 40% of US Gen Z fans follow a driver first – highlighting personality-driven fandom
- 39% of Gen Z and 41% of women more likely to purchase F1 sponsor products
F1 fandom is emotional, participatory, and global
- 94% say they’ll still follow F1 in five years
- 61% of fans engage with F1 content daily
- 86% watch 16 or more races per season
- 90% say they’re emotionally invested in race outcomes
The thrill still matters
- Speed and racing excellence remain top motivators
- Fans are staying for the drama and strategy as much as the adrenaline
Live experiences drive deeper connections
- 41% of fans who haven’t attended an F1 event plan to
- Pop-ups, fan zones, and immersive experiences are expanding engagement
- Fans increasingly want more than TV – they want real-world touchpoints
F1 Academy is building momentum
- 23% of all fans follow F1 Academy
- 42% of women and 37% of Gen Z fans engage with the all-female series
- Representation and inclusivity are key drivers for newer fans
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