F1 Narrowing TV Audience Gap with NASCAR in 2025

In 2025, Formula One is edging closer to a landmark achievement in U.S. motorsports media.

Once a niche interest among American viewers, F1 has seen its domestic audience rise

dramatically, thanks to strategic moves by Liberty Media and cultural catalysts like Drive to

Survive. The turning point came with the Hungarian Grand Prix, where U.S. viewership nearly

matched that of NASCAR—long considered the nation's dominant motorsport.

This was no isolated success. Throughout the season, F1 has consistently grown its television footprint, drawing an average of 1.36 million U.S. viewers per race, a noticeable rise from the 1.22 million logged in the previous year. NASCAR, meanwhile, is experiencing a measurable decline. Its Iowa race, which had once pulled in 2.7 million viewers, dropped to just 2.17 million in 2025. With its regular season averaging under 3 million viewers for the first time, the gap is narrowing.

F1’s expanding global appeal, highlighted by booming numbers in China and South America,

underscores a new era for the sport—one where it no longer plays second fiddle in the

American motorsports landscape. The battle for broadcast dominance is heating up.

Formula One’s transformation in the U.S. market has been steady and deliberate. Since Liberty Media’s acquisition of commercial rights in 2016, the sport has evolved from a European-centric competition into a growing entertainment property in America. In 2025, average race viewership in the U.S. stands at 1.36 million—up from 1.22 million a year earlier. This includes consistent growth across nearly every event, with the exception of the Miami Grand Prix.

What sets 2025 apart is how quickly the numbers are closing in on NASCAR. The Hungarian

Grand Prix, in particular, saw an average viewership of 1.22 million on ESPN, a number that

brought Formula One within one million of its stock car counterpart. This kind of margin has

occurred before—but never this early in a season.

While F1 grows, NASCAR is encountering challenges. Average viewership for its regular season races has dropped below the 3 million mark for the first time on record. The Iowa Cup Series race, once a mid-season staple, saw its audience shrink to 2.17 million in 2025 from 2.7 million the previous year. Despite having three events left before the playoffs, the outlook remains flat.

Beyond U.S. borders, Formula One’s audience has exploded. In 2024 alone, the sport’s global

fanbase increased by 11%, reaching an estimated 826.5 million viewers. This jump was driven in part by renewed interest from China, where the return of the Shanghai Grand Prix and local driver Zhou Guanyu reignited national enthusiasm. South America also contributed, thanks to Argentina’s Franco Colapinto competing in multiple events for Williams.

These regional boosts show how F1's growth strategy isn't limited to the U.S.—it's truly global. F1’s digital presence is also playing a critical role. Back in 2016, streaming minutes surged over 230%, showing early signs of shifting fan behavior. That trend continues today. While traditional TV still leads the conversation in the U.S., international fans are turning to digital platforms for live coverage and replays. This multichannel approach allows F1 to attract younger, tech-savvy audiences that NASCAR is struggling to capture.

As Formula One continues to grow its American base, the business side is evolving too. Apple TV is reportedly preparing a $150 million annual bid for exclusive F1 streaming rights in the U.S. This offer significantly exceeds ESPN’s current deal and signals a potential shift toward full digital distribution. While Liberty Media initially prioritized exposure over revenue, placing the sport behind a streaming paywall could limit accessibility for casual viewers.

The outcome of this deal may redefine how U.S. fans access F1 coverage in the years ahead.

Since taking over from NBC in 2018—at no cost—ESPN has grown its F1 audience from an

average of 482,000 viewers to over a million per race. Initially offering 155 hours of content

annually, ESPN benefited from the sport’s streaming rise and cultural exposure. Their $5 million per year agreement, extended through 2022, laid the foundation for the current ratings boom. However, with rising bids and market competition, ESPN’s ability to retain F1 rights remains uncertain.

Formula One’s momentum in the U.S. is no longer a future projection—it’s a present reality.

With growing average viewership, consistent performance across global markets, and

heightened interest from major broadcasters like Apple TV, F1 is becoming a top-tier

motorsport in America. NASCAR, once unchallenged, now faces a shifting media environment and declining ratings. As the 2025 season progresses, the question is no longer if F1 will catch up to NASCAR—but when.