More than 6.8 million viewers have tuned in to watch Netflix’s Drive to Survive, according to the YouGov Sports Whitepaper 2023.
Confirmed:
- 63 per cent of viewers watched at least three episodes in a row
- 18 to 29 year olds make up 31 per cent of the audience
- 26 per cent of Drive to Survive fans have no interest in Formula One
- The gender split of viewers is much more balanced than the sport itself, with 46 per cent being female
Context: The insights from this report are drawn from a recent global YouGov Survey to understand the challenges and opportunities for sport in an evolving media landscape. The research covers 18 global markets of more than 19,000 respondents.
The survey results were further bolstered by connecting respondent level YouGov Research data to YouGov’s proprietary syndicated data solution for the sports industry specifically. The survey was fielded from the 11th November to 30th November 2022. The YouGov panel provides a naturally accurate and representative view of the population. Data is adjusted with mild weighting using interlocking demographic characteristics.
Comparison:
Coming next: Formula One and Netflix have already agreed for the series to continue for at least this current season, with filming currently underway during 2023.