Media has transformed Formula 1 from a niche motorsport into a mainstream cultural phenomenon, and much of the fan interaction today happens through carefully curated digital channels. Netflix’s Drive to Survive has been particularly influential, bringing new audiences into the sport by humanizing drivers, dramatizing team rivalries, and showcasing the behind-the-scenes politics that rarely appear in traditional race coverage. Many fans now discover F1 through the series first and then become weekly viewers of the races. This narrative-driven approach has expanded the fanbase far beyond traditional motorsport enthusiasts, especially in the United States, where the show played a significant role in boosting attendance at the Austin and Miami Grands Prix.

Beyond long-form storytelling, teams and drivers rely heavily on social media to maintain daily engagement. Platforms like Instagram, X (Twitter), TikTok, and YouTube allow fans to interact with their favorite teams through Q&A sessions, short clips from the paddock, and behind-the-scenes content that makes the sport feel more accessible. Drivers such as Lando Norris and Charles Leclerc use live streams and gaming channels to connect with supporters in a more casual, unfiltered setting, while teams like Mercedes and Red Bull post highly polished updates and memes to foster a sense of community. This creates a layered ecosystem of interaction: official updates that reinforce the sport’s professionalism, and informal content that builds personal bonds with fans. In many ways, social media and shows like Drive to Survive serve as the “virtual paddock,” providing the majority of fans—who will never attend a race in person—with the sense of intimacy and access that once could only be bought through expensive hospitality packages.