The unsteady pace of Formula 1's US popularity

The racing sport is immensely popular in Europe but has seen mixed success in the US

Formula 1 drivers race at the Circuit of the Americas in Austin, Texas, in 2023.
Formula 1 drivers race at the Circuit of the Americas in Austin, Texas, in 2023
(Image credit: Dan Istitene/Formula 1 via Getty Images)

Despite Formula 1 being a cultural touchstone for millions across Europe, the sport has historically struggled to gain significant traction in the United States. That has been flipped upside down in recent years. The open-wheel racing organization is gaining steam in the U.S., where NASCAR has long dominated the auto racing market.

Thanks to some key marketing and business decisions, Formula 1 has finally cracked the code on getting eyeballs and market share in the U.S. Crucially, the Netflix show "Formula 1: Drive to Survive" introduced millions of Americans to the sport. But while Formula 1 has undoubtedly experienced an increase in its U.S. viewership, some industry experts say there may be nowhere left for it to go.

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Justin Klawans, The Week US

Justin Klawans has worked as a staff writer at The Week since 2022. He began his career covering local news before joining Newsweek as a breaking news reporter, where he wrote about politics, national and global affairs, business, crime, sports, film, television and other news. Justin has also freelanced for outlets including Collider and United Press International.