Analysis by Buzz Radar shows that in 2023 Formula 1 social stats have drastically dropped. Off the back of Red Bull’s 2023 domination social media mentions, new followers and reach has significantly declined.
Buzz Radar used a combination of human analysis and AI data to look at Formula 1 on social media over the past decade, which included analysis of 70 million fan posts.
The figures for January-May for the past three years are:
| 2021 | 2022 | 2023 | |
| Mentions | 3.19m | 6.14m | 1.83m |
| New Followers | 624.27k | 911.15k | 489.37k |
| Social Reach | 35.63bn | 61.73bn | 22.16bn |
The Formula 1 Boom Is Over
Buzz Radar’s analysis suggests that the 2022 Formula 1 boom (after the intense 2021 driver rivalry) is over.
Formula 1’s social media mentions are down by 70.2%, new followers down by 46.29% and social reach down by 64.1%.
The incredible 2021 title fight and new car rules may mark Formula 1’s peak unless something changes.
Yes, 2021 was an anomaly but for many new fans this is what they thought was the norm…
Is It Right To Blame Red Bull?
The Buzz Radar report suggests that the drop-off is due to single-team domination, aka Red Bull.
The data suggests a direct correlation between the closeness of the Formula 1 title fight and how much that encourages fans to engage. Which explains why Formula 1 last experienced a major drop off in 2018, when Lewis Hamilton dominated.
Buzz Radar highlighted that “2016 was the most talked about season, until 2021, despite all the contributory factors of the Liberty takeover, Drive to Survive, and lockdown, because [Nico] Rosberg and Hamilton were battling closely. The season was decided by only five points.“
“Conversation stagnated between 2018-2020 while Hamilton dominated, and grew significantly again during the 2021 season; the closest championship since 2016.”
But now we are seeing Max Verstappen dominate the 2023 season and the numbers declining, suggesting that this pattern will continue until we get closer racing (at the front) again.
[adrotate banner=”9″]
Get 10% off all official F1 Merch at TheRaceWorks.com using code ‘EF1‘ at checkout.
Have We Reached Peak Formula 1 Popularity?
In 2023 Formula 1 social stats have drastically dropped but is this a bigger issue than it seems? Is it as simple as Verstappen’s dominance killing the numbers, or does Formula 1 need to make significant changes to avoid this level of dominance in the future?
Buzz Radar found that “in 2023 fans are using much more negative language like ‘boring’ and ‘annoying’ – a big departure from the highly positive terms like ‘exciting’ and ‘interesting’ found to be common in 2022″.
Dominant seasons are normal in Formula 1 however for the new fanbase, it’s a complete turn around from 2021 and the reality hasn’t lived up to expectations.
So are we simply seeing engagement level out post Drive to survive? Or does this drop off look worse because of the huge influx of new fans thanks to Netflix?
The Buzz Radar report has certainly opened up a debate amongst fans. But what do you think?
Have we reached peak Formula 1?
Do we need to see changes, perhaps the addition of a new team?
Or will these numbers pick up by themselves if the title fight is closer in 2024?
[adrotate banner=”7″]
Get 10% off all official F1 Merch at TheRaceWorks.com using code ‘EF1‘ at checkout.
Read the full report here.
While the Buzz Radar whitepaper suggests that social media numbers for F1 as a whole are down, the championship’s own channels have not followed that trend. Formula One Management reports growth of its official channels as eight times higher than Buzz Radar’s figure for January to May.