Netflix helped bring F1 to new heights. Now the sport is poised to return the favor

As a lifelong motorsports enthusiast who has watched Formula One races from the comfort of my living room for decades, I must say that Netflix’s new docuseries “Senna” is an absolute triumph. Having grown up in Brazil during Ayrton Senna’s heyday, I can attest to the electrifying impact he had on a nation and on the world of racing.

After several seasons of Netflix’s Formula 1 documentary series “Drive to Survive,” the Fédération Internationale de l’Automobile (FIA) shared a presentation filled with data about the impact of the show, which they referred to as the “Netflix effect.” Since its debut in 2019 as part of an initiative to increase the sport’s popularity in the U.S., officials have noticed growth in social media interaction, merchandise sales, crowd attendance, and ratings for live broadcasts – particularly in their most challenging market.

As a movie enthusiast might put it, “It wasn’t easy to separate the elements – Formula 1 was innovating in so many ways, ESPN was giving it top priority, and Netflix was boosting its profile through their docuseries. Brandon Riegg, vice president at the streamer, remembers this time vividly. He shared that they were graciously acknowledged, with the words, ‘We give a lot of credit to Netflix.’ When I looked at the significant growth they experienced across various areas, it was truly impressive, and I felt we deserved a share of the accolades.

Now Formula 1 is poised to return the favor.

On the premiere day this Friday, the scripted miniseries titled “Senna” will be aired, focusing on the life and career of the Brazilian Formula 1 legend Ayrton Senna. The series, filled with historical footage and FIA’s authorization to recreate races, podiums, logos, uniforms, and track layouts from Senna’s prime years, serves as a foundation for another step forward in one of the most groundbreaking partnerships in sports entertainment.

Vicente Amorim, the producer of “Senna,” suggests that the series serves as almost like a beginning tale for Formula 1. If you’re a fan of “Drive to Survive” or an F1 enthusiast, you might want to check out the upcoming F1 movie next year. It could also be interesting for those curious about the origins of the sport.

As a movie reviewer, I’d say if Warner Bros.’ 2025 blockbuster, jointly produced with the FIA and featuring Brad Pitt, is the grand, high-octane promotional spectacle of Formula One racing, “Senna” is more like Netflix’s unique brand of international television. This six-part series delves into the life of our charismatic protagonist, from his humble karting beginnings in São Paulo to his untimely demise at 34 during the 1994 San Marino Grand Prix. Filmed primarily in Portuguese and made with a strong emphasis on Brazilian and Latin American talent, particularly in the meticulous crafting of its breathtakingly accurate replica cars, “Senna” follows the regional production model that has given us hits like “Élite” and “La Casa de las Flores”, but this time focusing on one of Formula One’s most legendary drivers.

Francisco Ramos, Netflix’s vice president for content in Latin America who worked on both projects, states, “We believed these series would be popular in Spain and Mexico specifically, and I believe it’s their authenticity, unique local value, culture, appearance, and atmosphere that made them stand out in their respective countries and then attract a global audience.” He adds, “Over the past nearly 10 years of creating content outside the U.S., we’ve found that stories that accurately portray cultures and are truly representative are the ones that strike a chord beyond their home regions.

As a passionate admirer myself, I can trace back the origin of “Senna” to the heart of its creator – the racer’s family and Gullane, a Brazilian production company. However, due to unforeseen creative and financial hurdles along the way, this captivating tale found itself transformed into a Netflix documentary instead of a feature film.

I had the privilege of being a part of the narrative that encapsulates Ayrton Senna’s remarkable career, encompassing not only his victories and struggles, but also his profound relationships with Miltão (Marco Ricca), Zaza (Susana Ribeiro), and his glamorous pop star girlfriend, Xuxa (Pâmela Tomé). Yet, “Senna” is more than just a biography; it’s the story of a sport on the brink of its meteoric rise, poised to become the worldwide phenomenon it is today. In 1994, the year Senna tragically passed away, Formula One consisted of 16 races, with 11 in Europe; fast forward to today, and the season encompasses 24 races across five continents, including three in the United States alone. And it was none other than Senna himself – charming, media-savvy, and discontent with the traditional politics of Formula One when he joined in 1984 – who played a pivotal role in shaping this transformation. As Amorim so eloquently states, “There’s an F1 ‘Before Senna’ and an F1 ‘After Senna.’

The composition of fans following Formula One after Ayrton Senna is a crucial factor behind Netflix’s substantial investment in its sport partnership. Originally conceived by the FIA as a means to attract American viewers, “Drive to Survive” was perceived by Netflix executive Riegg as more than just that – a kind of strategic wager: If it didn’t resonate with U.S. audiences, there was still a strong chance it would appeal to viewers in countries where Formula One is popular and Netflix is available.

Ultimately, the show “Drive to Survive” significantly increased interest in Formula 1 not just within the U.S., but across the globe. In fact, when the FIA showed Netflix their data on the series’ influence, they experienced growth even in markets that were already considered highly developed, such as Brazil, Italy, and Spain, according to Riegg.

Despite Ramos’ assertion that “Senna,” initially unveiled in 2020, was not primarily designed to capitalize on the popularity of “Drive to Survive,” it indeed embodies the same endeavor to expand content and reach that has characterized Netflix’s recent business model. The unveiling of promotional materials and the trailer for “Senna” sparked curiosity not just in Brazil, but also in F1-passionate countries such as Mexico, Argentina, Italy, and Japan. Meanwhile, “Drive to Survive” might be seen as a precursor, piquing interest among potential viewers in regions like the U.S., where Formula 1 following is less established.

According to Ramos, “Drive to Survive” grew larger and larger as it was being produced, which wasn’t part of our original plan. However, I can’t deny the advantage that comes with it.

As a passionate fan, I can’t help but appreciate the two-way advantage Riegg highlights. It seems this benefit could potentially widen the scope, making it easier for people to join the Formula 1 fan community, be it through the thrilling races or captivating documentary series.

This could be rephrased as follows: Now is a good time for the partnership between Netflix and Formula One (F1) to develop further, since the show “Drive to Survive” encounters its initial significant challenges following several years of increasing audience numbers.

Riegg notes, “The viewership has remained fairly steady during the past few seasons. Initially, it was on an upward trajectory, but then it reached its peak audience. All shows experience fluctuations, particularly sports and dating shows, where some seasons have more compelling narratives than others. Formula One faces a unique challenge because Max Verstappen and Red Bull Racing have been consistently winning for multiple seasons, which may have reduced the suspense and drama throughout the season.

As a movie reviewer, I’d put it this way: Netflix hasn’t jumped into the live Formula 1 racing arena just yet, according to Riegg, and there’s a reason for that. The FIA’s current U.S. deal with ESPN ends in 2025, but it’s not about Netflix lacking the ability to handle live programming, as evident from the recent Jake Paul vs Mike Tyson boxing match fiasco that left viewers grappling with freezing screens, buffering issues, and poor image quality. Rather, Netflix is focusing on one-time events rather than committing to a full season of live television. Riegg explains, “We’re in the learning phase right now, we’re not there yet.

Just like “Senna” acknowledges, it’s not just horsepower but also commerce that fuels the engine of this sport. As Amorim points out, echoing Terry Fullerton’s real-life words from the series, “Formula One is a business, with the exception of those two hours on Sunday.

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2024-11-29 14:31