Netflix’s Impact on F1: The Sport’s Rise to New Heights and Potential Payback

Netflix’s Formula 1 docuseries “Drive to Survive” has been a game-changer for the sport, with the FIA acknowledging the impact of what they call “the Netflix effect.” Since its debut in 2019, the series has helped boost social media engagement, merchandising, attendance, and ratings for race telecasts in the U.S. market. Brandon Riegg, vice president of nonfiction series & sports at Netflix, describes the collaboration as a major factor in Formula 1’s success.

Now, Formula 1 is set to give back with the premiere of the miniseries “Senna,” a scripted drama about the life and career of legendary Brazilian driver Ayrton Senna. The series, filled with archival footage and FIA-approved reconstructions of races, logos, and uniforms, aims to showcase the championship’s history in a new light. Showrunner Vicente Amorim sees “Senna” as an origin story for F1 fans, providing a deeper look into the sport’s roots.

Unlike the upcoming Warner Bros. film starring Brad Pitt, which promises a Hollywood blockbuster approach to F1, “Senna” takes a more intimate and international perspective. The six-part series, shot in Portuguese and produced in Brazil, highlights the unique talents of Latin American artisans in recreating vintage F1 cars. Netflix’s regional strategy, already successful with shows like “Élite” and “La Casa de las Flores,” aims to capture the essence of Senna’s legacy for a global audience.

With Netflix’s continued commitment to quality storytelling and innovative partnerships, the future of Formula 1 on the streaming platform looks brighter than ever. So, if you’re a fan of “Drive to Survive” or simply curious about the history of F1, “Senna” is definitely a series worth adding to your watchlist.