Global Formula E audience increases 57% for opening race

US market peaked at 3.4m viewers on Paramount-owned CBS.
Formula E
  • TNT Sports records 29% YoY viewership increase in UK
  • China, Canada, Brazil and Mexico attract ‘significant’ increases
  • Social impressions jump 205% 

The global audience for Formula E’s opening race of the season increased 57 per cent year-over-year (YoY) in key markets.

Ahead of the 2024 season, the all-electric series agreed a swathe of media rights deals, including major contracts in the US and the UK, as well as the biggest media partnership in its history in China.

The US market recorded an all-time high of 3.4 million viewers for the as-live full race broadcast on Paramount-owned CBS.

New partner Roku, whose deal represented the streaming aggregator’s first entry into live sports, featured the race prominently on its home screen and sports zone, and it created a dedicated ‘Formula E Zone’ to immerse audiences in all things Formula E. Roku will air 11 live races this season in the US.

In the UK, new broadcast partner TNT Sports began its coverage with a 29 per cent viewership increase compared to Channel 4’s broadcast of the same race last year.

Key markets including China, Canada, Brazil, and Mexico all attracted ‘significant’ viewership increases as well, according to Formula E.

These increases were also reflected on social media. Social impressions jumped 205 per cent YoY, while an Instagram Reel from the weekend recorded 25 million views, the most-viewed piece of social content in championship history.

BlackBook says…

On the surface, these are impressive figures for Formula E. Last season, the all-electric series grew its global fanbase by 17 per cent to 344 million, purportedly overtaking Nascar to become the fourth-largest motorsport by fandom.

However, this data needs to be evaluated in context. The global fanbase figure was taken from a sample size of 33,000 adults, while average viewership figures have not been revealed in any markets for the Mexico E-Prix.

While it will be a case of ‘wait and see’ if this momentum can be maintained, the 3.4 million audience figure in the US is considerably higher than the peak of 1.5 million viewers that tuned in for Formula One’s Las Vegas Grand Prix last season.

Evidently, Formula E is doing something right.

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