As Formula 1’s popularity skyrockets, a new legion of voices has emerged online: fans-turned-content creators. Their presence signals a shift in how F1 is consumed – particularly by the emerging demographic of young women and Gen Z – not only through TV broadcasts, but also via personality-driven, platform-native storytelling that meets fans where they are.
Kireth Kalirai, an influencer and streamer, put it plainly: “Not involving content creators in a media strategy ignores where modern F1 fans are spending a huge proportion of their time.”
