Liberty Media's strategy delivers huge increase in F1 viewers worldwide

Liberty Media is doing well with Formula 1 and shows almost only green figures for the year 2022. Max Verstappen and Lewis Hamilton provided a spectacle in Abu Dhabi that nobody in the world wanted to miss.

Indeed, compared to the 2020 Abu Dhabi Grand Prix, 97 percent more people were watching this year, reports Auto Motor und Sport. The ultimate duel was a big crowd puller. It is logical that people did not want to miss the race. Hamilton won the world title four years in a row and now went into the final race with the same number of points as Verstappen; everything was at stake.

Liberty Media wins young generation of viewers

Over the year, Liberty Media also did well. In 2021 there was a measurable growth in viewership of 13 percent. These figures are exclusively about people who watched the races live on television. The television viewers are far from the only figures that still count in the digital era of Formula 1. In the digital department, the Formula 1 viewing figure total has grown a whopping 135 percent. The viewing of F1 videos even grew by 173 percent.

Liberty Media's strategy of making F1 available on as many platforms as possible has helped boost its popularity. Those who didn't watch the last race live frequently clicked on videos of the final round in Abu Dhabi. The TV numbers are no longer the only numbers that count. The American media company seems to have correctly catered to a new generation of viewers.