FORM SCREEN TO TRACK: THE IMPACT OF NETFLIX¿S ¿DRIVE TO SURVIVE¿ ON FORMULA 1 MARKETING AND FAN PERCEPTION

Abstract

In recent years, Formula 1 has undergone a significant transformation in terms of audience size, fan demographics and global popularity. One of the main factors associated with this evolution has been the release of Netflix¿s documentary series Drive to Survive in 2019, which introduced a new narrative-driven approach to the sport through storytelling, behind-the-scenes access and emotional character development. This study analyzes the extent to which Drive to Survive has influenced Formula 1¿s marketing strategy, audience growth and fan perception.

The study is based on a mixed-method approach combining both quantitative and qualitative techniques. On the one hand, secondary quantitative data related to TV viewership, race attendance and audience demographics are examined in order to identify trends associated with the sport¿s recent growth. On the other hand, a sentiment analysis of 250 social media comments extracted manually from Twitter (X), Reddit and TikTok is conducting using VADER and TextBlob natural language processing tools, complemented by a manual validation and thematic categorization.