Five races involved big crashes, while of the remaining ten, three were at the end of the 2021 season when Hamilton and Verstappen were neck and neck for the Drivers Championship. The rest of the most searched for races tended to feature unexpected winners or podium finishers and close battles for the race win.
This analysis suggests that fans are most interested in races with tight finishes, close racing and unexpected outcomes.
With this in mind, what levers does F1 have available to build on its success and keep new fans engaged on race day? At Twenty First Group we break down the core drivers of sporting value for any rights holder into three pillars: quality, jeopardy, and connection. In keeping with this framework, Formula 1 can develop and grow their product in each of these areas.