From the couch to the grandstand

: how Drive to Survive ignited fan passion for Formula One racing

Abstract

In the sports industry, the barriers to entry have decreased, intensifying competition. Formula One has undergone continuous restructuring with a focus on fan engagement to promote growth and outperform competitors. This thesis analyzes how streaming services impact sports and how they can contribute to better fan engagement, specifically examining the partnership between Formula One and the streaming giant Netflix. The research employs a mix of quantitative and qualitative methods, including a survey of Formula One fans and interviews with industry professionals. The findings indicate that "Drive to Survive" has significantly extended Formula One's reach, especially among younger audiences and newcomers to the sport. The series has also increased fan engagement, as viewers have gained a better understanding of the personalities and drama behind the races. Furthermore, the thesis considers the future implications of streaming for fan engagement in the sports industry. The research concludes by discussing the potential for Formula One and other sports to continue to utilize streaming to expand globally and improve fan engagement.

Date of Award	8 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)