How did F1 manage to leave heavy weights like the Premier League, NBA and UFC behind and become the fastest growing sports on social media?
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⏱ Timestamps
00:00 The Rise of F1
01:15 Old Man's Club
02:21 Rebranding F1
04:10 USP: Broadcasting
06:32 Data, Data, Data
07:50 The Future?
🎬 About
Athletic Interest is a video essay series that investigates business stories from the world of sports.
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Hey athletic interest just wanna say it would be really cool if u collabed with a channel called LEMMINO u guys have similar arts
Hi there, I think it is important to also know the role of CVC in F1. They bought it from Bernie in 2006 and they sold it to Liberty. Bernie didn't own it at this point, just managed it for them. They had no interest in investing beyond the purchase price of F1 and took billions out of the sport. I'm pretty sure they considered it their best ever investment.
Formula1 subreddit was very important at the beginning. F1 marketing held almost weekly polls and asked for very specific questions... For ex mic positions were polled there, we saw often changes in rapid succession based on those polls..
Hey! Thanks for listening! You guys are awesome!
thank you soooo much!
The best thing to happen was Liberty Media acquiring F1. They made the sport easily accessible and the viewership grew tremendously. I remember when the youtube channel was under 100k and Reddit subs were under 50k. Both of them are now in the millions and I'm happy to be part of this Edit: It has come to my attention it is not easily accessible everywhere. It's actually really expensive in countries like Germany and Finland. I hope liberty give F1 TV access to everyone at an affordable rate
Couldn’t agree more
how are you happy btw..what could possibly you be gaining from this shit sport..
@@praddumnvats6759 shave your sides fella
too bad new fans missed the schumacher era, rosberg hamilton rivalry, or the jenson button winning year, or vettel's dominance, or the 2012 season with 7 world champ drivers on the grid, but onwards and upwards
@@praddumnvats6759 damn little boy calm down
Every team’s social media accounts are very active also. They constantly embrace and even create memes of themselves. They don’t take themselves too seriously which helped people interacting with them off track.
Teams went from military organisations to human ones (especially Ferrari and McLaren)
I love how each team has their own branding and identity for their social media 💯
except for ferrari lol. they're slowly getting there tho.
The teams even compete for the social media team championship organized by the WTF1 channel :D
@@Rickon2506 I think their fall in 2019 showed them that they ain’t no gods
NEOWMMMM
hey there
hello there
Heyyy Tommo
Hey tommo
Hey TOMMO! :)
A more fitting title could be "How Liberty Media Saved Formula 1", they went ahead and introduced Radical changes ever since 2017, even if the fans didn't like it instantly. The amazing new anthem, the modern new logo, all the hype they generated with the intros and new graphics, most of the OG fans didn't like all these (look at the 2018 new era YT video like/dislike ratio) but they didn't know that Liberty saved the sport. They turned a dying sport that was slowly falling into irrelevance into quite possibly the most trending sport in 2020 all in the space of 3 years. This is just simply incredible, and I'm super thankful. Liberty aren't appreciated enough, I hope this video will make people realize that without them, F1 probably would not have survived the pandemic, and 2020, and the world would have lost one of the most iconic and legendary sports series ever.
also important to mention that while Bernie asked for horrificly high prices if someone wanted to use old footage of historical races, Liberty is proudly sharing it with everyone for free, to make sure fans know more about all the eras F1 has had since 1950. Last year's 70 campaign is a great example.
@@Damemer " Bernie asked for horrificly high prices if someone wanted to use old footage" this is 100000% accurate. Back in the day, KZhead was pretty much devoid of f1 highlights when that fucking Nazi Ecclestone owned and operated it
;o
@@Damemer Sounds like MLB. There isn't a lot of archival baseball footage on KZhead and such and the league aggressively defends its copyrighted works. I think the popularity of the sport has suffered from that stance.
Maybe NASCAR need liberty media or other media company, hehe
I have been a fan of f1 since 2005, and i've always been the lonely fish among my group of friends. However, since the last season of Drive to Survive, at least 5 of them started being interested in the sport. I went from the guy with a weird nerd passion to the guy who knows everything about a cool sport haha
Been a fan since 2005, still find it hard to find fans in usa.
Yeah same, suddenly I've managed to get 3 of my friends into f1 when before I was the only one, and they often turn to me for information about something F1 related.
Same here
Never related more to a KZhead comment haha 😂
Fan since 1999 and I fully understand your experience.
Drive to Survive on Netflix would have contributed a lot.
Yeah hadn’t watched since like 2010 but drive to survive got me back into it
Yeah for sure. I actually just got into f1 bc of the show lmao
KZhead , sim racing and that show . I would of literally thought it was a dumb grand dad sport before.
Yes..amazing show
@@user-kt6gn1ds1e yep same as me. Last time I followed f1 was during Schumacher's reign. Glad to be back into F1 especially with all the new tech like the live timing app.
This is the best all all rounder sports KZhead channel and the most underrated sports KZhead channel I just love them❤️❤️
Just wait till you find out they have an app, articles and podcasts 😂
just a matter of time before they pop up I'd bet
@@adsher2 I don't think this channel is affiliated to The Athletic, the media conglomerate.
@@hasanrizvi2047 oh snap! Think you're right. Consider my comment a compliment then 😅
@@adsher2 i dont think Athletic Interest works along with The Athletic
The dislikes are probably fake accounts made by Bernie Ecclestone
Bold of you to assume that Bernie would be able to grasp the concept of fake accounts.
@@snapcountersteer BAHA
However bad bernie grasp 21st Century media, he's still a key part to making F1 to what it is now. Without him, F1 would never reach this big.
or because the video title is misleading
@@agrapanambunan5288 true what F1 is today is thanks to Bernie Ecclestone,if wasn't for this guy , F1 whould be just like DTM .
The Netflix series was the game changer. No better way to hook ppl to the sport. Best media campaign ever
Back in the Schumacher era, I started watching F1 and my sister thought it was the most boring shit ever. Fast forward to 2020 and she watches Drive to Survive on netflix and sends me a bunch of texts about F1 and how awesome the show is lmfaooo
Agreed, there's always a new audience to reach and Netflix was and are a great opportunity to do so... it reaches the casual Netflix viewer (what everyone on Netflix is sometimes, just looking for random stuff to watch) and there's always that audience that probably never watched a Formula 1 race before and just start to see DTS as a Netflix show. That audience may think "wow, that Formula 1 thing is quite interesting... let me search for it" and then "well, the next race will happen in a few days". From that, you may have a new F1 fan. That person may not be a billionaire, but it's audience and that's important for a broadcasting event.
very true
@@Antonio88870 that was me hahaha
@@ernesin149 nice, hahaha Welcome to Formula 1! You will enjoy, certainly!
I don't usually care particularly for F1 but I couldn't stop watching. And you guys are incredibly masterful editors as always.
Same
@Molh Are you a female?
@@sekou3758 i’m not
@@businessuccessful7171 Wasn’t talking to you
@@sekou3758 lol
Totally spot on, I started watching F1 on 2019 because of Drive to Survive and couldn't stop since
Ya, same here. And I believe DTS did it's job
Welcome! I'm a long time fan, I'm always glad to hear new people are catching interest.
@@benr.4238 Been interested in it for years, DTS gave me a gateway into knowing more about it, and within 6 months I started liking the show less because of the lack of detail, so I guess it's done it's job for me
Also here because of DTS. Only drivers I knew were the ones who either appeared on Top Gear or had video games. Learning about the drivers, team principles and other people made me more interested in the sport. I will say that having watched and followed last season of Formula 1... season 3 of DTS was my least favorite since I actually knew what was happening and could see how Netflix overdid it on the "creative editing" side. But I'll still watch season 4 (can anyone say Silverstone?) and beyond.
I started watching F1, and MotoGP when I was 7 in 2016, and have been interested in it since when, but DTS really got me addicted to F1. Hopefully MotoGP gets the same kind of popularity soon, even other leagues deserve F1 popularity like NASCAR, Indycar, and WorldSBK.
You don’t need machine learning in order to know what f1 fans want: memes of Kimi Raikonnen
We want Mazepin out of a seat haha
Bwoah
This person here gets it. Give them the drink! Also their gloves and steering wheel!
@@satorianaide dont forget the blankets
If last week told us anything his front wing too is taken away
"It is extremely rare that a driver outside of Mercedes, FERRARI or RedBull gets on the podium" - shall we introduce you S🅱️INALLA ?
I was shocked i was not finding this comment!
😂😂😂😂😂
Not funny, and at least write it in the right way
Maybe he was talking about the good old days, wayy before the S🅱️INALLA 🅱️LAN was introduced 😔
The drive to survive series is the best decision made by liberty media
Came here looking for EXACTLY this comment. Amazing show.
I don't know about you but I never actually liked the show. It's full of dramas and they focus only on marketable people. Have u ever seen an episode about Alfa romeo? They focus only on the drama between drivers and teams and they sometimes lie
@@rares_dd I understand your point and yes I think sometimes they try to make rivalries that doesn’t even exist. But hey they know exactly what people want and it’s drama so people will watch races and that’s the point of the show is to market the sport and get new people to watch it and so far they are doing a good job at it.
Never watched F1 before the show, my dad used to try and get me into it and I thought it was crap. Watched the show and I was hooked, this is the first season I’ll be watching from the very beginning!
@@Mr5foxy nice bro. who's your favourite?
"Camera positions to reflect the speed of the cars" Translation: terrible camera placement that makes the cars seem slow but show off the sponsors logos.
True! I mean the feed is great, we can see a lot, but i love static cameras as well. Like the hidden camera at eau rouge on spa, that camera is amazing
Uh not really
think of the camera in the curb just before eau rouge, or the climb up beau rivage. stop being so cynical
Agreed. They are terrible, its all about the sponsors. I mean, I get it, they have to make money but the cars do really seem slow.
Thank you guys for finally bringing a F1 related video
SBNation meets LEMMiNO. Great stuff!
Woah I didn't expect to see you here!
LEMMiNO... thats a name i havent heard in years
@@wormman1772 He makes some awesome content, to this Day! Highly recommendet!
Hello bro👋
@@johannesaagaardandersen9831 great to know he's still making videos! been watching him since he was named Top10Facts or smth
Used to Watch F1 with my dad as a kid in central Africa over 20 years ago. I had stopped watching the sport for the past 15 years (Always "paid attention" but wasn't watching every race everyweek, one a season max) This is the first season I am going to start right from the beginning in more than a decade and I salute the work on making content so easy to access. Salute to unofficial channels like you or THE RACE that really helped build up excitement for me. As a markting major it's always awesoem to see well executed marketing strategies, especially when it works on me haha Funniest part is I'm basically in some way in both targets, both a "new fan under 30" and a old head that's been into the sport for over 2 decades and still knows a shit ton about it
well, it looks like you picked the best season in a while to start watching f1 again.
*Actually I'm really proud of becoming part of an 'old boys club' when I was only 5yo*
They mentioned everything that made me like F1 and I started liking it since 2018
Except for the random number generator otherwise known as AWS Insights.
Best sports channel on youtube hands down
Thanks to Liberty media I´m no longer the lone looney waking up early on Sundays to see some millonaries spin around a track. Many of my friends got hooked and even if the spectacle hasn´t improved we feel closer to the drivers than ever before!
I just realized that I was one of the people that got introduced to F1 by Liberty. I remember starting to watch random F1 videos on YT at the beginning of the year!
i got into F1 because for some reason youtube kept recommending F1 videos and i kept watching them lol. Now I eagerly wait for Sundays every 'RaWe CeEk"
I love how your videos are documentary like. Edit: I know they get paid well for ads, I just said, "How is it free?" becuase the videos seem so professional and high-value. Just a clarification 😂, have a good day.
Don’t give them any ideas
Ads
Pls don't kill a good thing 😅
broo delete plj
if this doesn't be free, then nobody / only a few people will watch it.
As a 28 year old American no one in my family watched F1 until 4 years ago when I found the Senna documentary, after watching that I started following the sport, then Netflix and now mainstream automotive KZhead channels talk f1…..crazy to be apart of the new expansion
If i could buy shares from this channel I definetily would, because everyone knows this channel is going to blow up
and btw this year the teams are really close, plus becuase of ferrari's 2020 blunder the midfield teams have a better chance at getting on the podium now
Now it’s just two mercs and one RB or vice versa. But I think Mclaren will get a few this year
@@cakexpress6235 cue 1-2 at italy
4:39 RIP Murray 💔
“And I’ve got to stop because I have a lump in my throat” - Murray Walker Suzuka 1996
AND IT'S GO GO GO GO!
He truly was one of the greatest sportscasters I have ever listened to; any replay of a race he covered with James Hunt is still great viewing.
so now i know why i suddenly got interested in F1 post 2019
Genius work of Liberty Media. They revamped the sport in a way I haven’t seen before artist scale. The only downside is seeing the stupid comments of new people that just started to follow F1 who act as experts.
Wow you guys definitely need to have a behind the scenes workflow video, I can’t take my eyes off and have been bingeing your content
I know it has been said a lot but I really can't understand why you don't have more subscribers. Your work is clean and so interesting that I watched vids about sport I don't care about. Will you someday do a draw my Life or something like that ? It would be really interesting to know how you came up with this chanel idea and how you work. Viel Glück :)
1 million subscriber special: the business of athletic interest 😉.
@@AthleticInterest i bought your course in skillshare but never got the software you use for animation. Please tell me that software and or tell me a tip to be a great animater
Nearly 300k subscribers in a year is pretty impressive tbf, I predict at least 700k this time next year, just keep doing what you’re doing 👏👏👏
@@Taatiko What is the course in skillshare, I would buy it too
@@AthleticInterest seriously guys i am impressed. Instant subscribe. It is the most cleanest accurate video i have watched on KZhead.
I’m so happy I found the channel when it was pretty much brand new. Amazing content since day one, the commentary, editing, and pace of each video is perfection. Keep up the fantastic work!
You guys totally should have 1 million subscribers. I've just arrived, thanks to this F1 video - and I'd like to stay around, thank you very much. Outstanding video. Congrats, guys!
This also happening with the ICC.
What're they doing?
Yup ur right
If IPL built a strong KZhead presence, they would've broken the Internet
@@abheekdasgupta7079 But BCCI doesn't want views. That's why they don't even upload match highlights on youtube. Maybe it's because of the contract with Hotstar.
As an Indian F1 is more interesting than Cricket
Well their strategy worked on me - I'm 34 so in that target group. When the sport was shut down last year I got interested in the classic highlights and the virtual GP races too. I hadn't followed F1 this closely since 2010 and now I make F1 content myself sometimes on KZhead.
The thing I like the most about Athletic Interest is he doesn’t stick to one sport and gives info about various sports .. I will surely be your patreon as soon as I start earning and Music at the end of the video is so soothing and so your voice..😇😇
My god this was SUCH A HIGH QUALITY VIDEO!!! So informative. I am a recent F1 fan (started from Netflix) and I'm in love with the sport. I can't get enough bonus videos and peeks into the lives. So cool.
Now that's what I call quality content
I did notice a lot more f1 videos in the last few years. Used to be random uploaders, now it’s the official F1 company! Glad we get to enjoy replays and in race driver commentary. 🏎🏎
This was a truly amazing video! The animation, the insight all absolutely fantastic. This is probably my favourite video on YT rn
Man, your content is the best. This channel deserves millions of subs.
I have to say that their strategy worked. I used to watch F1 when I was a little kid. It was a long time ago when Alonso was in Renault. While at work my coworker introduced to me about the Netflix series and it brought me back to the sport after so long. I got so hooked, I started to learn about the technical side of the race, car, the strategies which I did not know before.
Nielsen Sports projects that Formula 1 will hit 1 *billion* fans by 2022. They credit it to all of the social media engagement, Netflix and eSports; pretty much everything mentioned in this video.
I genuinely don't understand how you guys have only this many subscribers, great content as always
Just stumbled upon this video and gotta say the editing and effects were one of the best I've ever seen🔥🔥🔥
I'm so glad F1 is growing that fast. I would love to see more teams in F1. I'd love to see Ford again, Audi/Volkswagen, BMW, and even Dodge like Donut envisioned.
Unfortunately alot of car OEMs might pull out of motorsport soon for formula E to improve their carbon image. Mercedes is considering to pull soon too.
@@wlchiswick the opposite is happening actually, Mercedes is gonna pull out of formula e next season
I started to watch F1 because of Netflix
Me too man, F1 2021 season must be the best one since like 2012
@@henrik1743 Yeah bro we are in for a ride
amazing work. I have been subscribed to you for a long time and seeing you put in all of this hard work and improve this channel with better and more immersive videos always puts a smile on my face. Kudos on your progress! hope this channel takes a you a long way :)
Another amazing video! Love that you are covering lots of different sports
This channel is underrated
KZhead was the reason why I got into F1 in 2016!
As an old F1 fan i really love the refreshment Liberty brought to the table. Great graphics, great intro, great social media, everything is great. The fan base need to stop acring crazy with arguments and insults. Its a sport after all not a war. The only thing i dislike is the majority of fans especially the ones that came from Drive to survive and act like they know it all
that's really high quality and well formed content, keep it up guys, i can see how every video is better then the one before.
I think the main reason for its success is that watching the whole race is like watching paint dry. You're excited at the start and for the next hour or however long they drive you just wait for the end. Social media picks out just the right spots
I was so happy when during the early hard lockdowns they put up some of the really good races from 10 or more years ago on KZhead, and so disappointed when they took them back down once the season could resume
Not even a dedicated F1 channel. But this is the best F1 related video I’ve seen in quite some time!
This is a great video, incredible amount of editing, good job!!
Also, ironically Corona helped a younger audience to engage with young drivers such as Lando, Charles, George etc. with them live streaming during the time when the season was postponed. It made them so reachable and you have to admit it was super entertaining even for non-fans. Drivers embrace the young culture of the internet react to memes (of themselves) and so on. It feels like they are "firends" that also drive in F1. There are not a lot of other sports or athletes that can recreate that. It sure has its downside if you look at how Mazepin is being treated (deserved or not) or how much hate goes towards Lewis for simply being a great driver in a great car. Max competitiveness this season is a real breath of fresh air and I think that audience interest will only continue to rise this season.
"Bring about more exciting racing, greater competitive balance." *Laughs in Brixworth*.
The editing of your videos is the best I have seen in a looooong time!!
Amazing editing! Kept me watching the entire video
The Murray Walker commentary hits differently now 4:38
It gave me a lump in my throat
It really does.
Imagine how big it would be if they brought back the v10s. I loved that era
I just discovered your channel! It’s AMAZING!! I think I’ve watched all your videos in 2 days. Keep it up!!
Fantastic work as always, quickly becoming my favourite channel!!
Best decision of F1 was starting to upload the high quality highlight videos of race, qualifying and training on KZhead. That was how i got into F1, because i found those high quality videos where you can follow up and access F1 easily. I also want to get into MotoGP, but the online presence is not nearly as good as the official F1 channel.
And the analysis from guys like Palmer. I've been watching for 35 years and have been really impressed
Yup I also saw the highlights and it was awesome. Moto gp is interesting but they don't have social media at all
pls do more f1 content 1 idea is Netflix Drive to Survive
High quality content. Best "small" channel for sure!!! Congrats for the (not far away) 1 million subs!!!
Amazing video guys as usual! So good to watch your analysis, keeps us happy during lockdown days 😊
If IPL & BCCI starts doing all of this , i genuinely believe it'll break the Internet . Currently , they are not on KZhead & on Facebook , Twitter n Instagram they don't post any videos & still has over 80 million Followers combined . If they get their act together , 50 million KZhead Subs in the very first year is no big ask tbh .
Agreed.
Can't agree more
But it will still be restricted to the subcontinent and the Commonwealth... Not globalising the sport is more important like bcci and icc are literally killing the growth of cricket by denying world Cup matches for Ireland and Netherlands ...
Me straight to the comments sections to read the Wow How comments! 🤔
Amazing depth as always, love the content
you guys are going to blow up 1 day.ur channel will, no should be the place people should come to know about the world of sports in deapth. ur production is top tier but ur channel is really underated
Hey athletic interest just wanna say it would be really cool if u collabed with a channel called LEMMINO u guys have similar styles
No.
@@panchor why not
Collab should be inspired by content not style
lemmino is basically a god at this point
This notification popped up fast
This!! I remember my dad used to watch f1 but I completely forgot about it for years until in 2019 I found the KZhead channel and started following it
The editing in this is so good.
Wishing everyone a great day! ❤️
The Netflix docu-series is what got me into the sport. Genius marketing strategy
Amazing video! You guys deserve 10 million subscribers the quality of these videos is rlly something else..
your editors really need a raise. stellar work . i will subscribe to your newsletter once i start earning enough
Meanwhile at Dorna's HQ *MotoGP: I'mma do the same*
I heard that Google wants ur voice❤️❤️
I wanted to recommend You to make a video about F1 since the start of the new season is approaching, but as always Your team knows exactly what the fans are interested in, never will I be able to express how much I love Your channel, but the least I can do is say one more time, thank You oder sollte ich sagen, vielen dank!
This video was incredibly well-made! Subscribed!
That "ok boomer" caught me off guard 😂
Bring on cricket stats and its growth
@J Alfred Prufrock bro talking about it being major.. He can just make a video on cricket and would get the views of lifetime
@J Alfred Prufrock i knew you were gonna bring this
@J Alfred Prufrock its cause this channel is new and its in English and its animation and it was his starting video
@J Alfred Prufrock but if he uploads now and algorithm does right in bringing audience then the views are gonna shooot
@J Alfred Prufrock bro and talking about that coming in top 20 he has 29 uploads and virat's video comes at 12 place
Great research, perfect delivery of information, excelent video!
Love the video! Really fantastic well made!!!
Most underrated sport in the world
how is formula 1 underrated with 500.000.000 unique viewers worldwide
Explain your statement, since it is incorrect
Any motosport except F1 and NASCAR is underrated...
@@jangenzer424 legit, whatever this dude is smoking I want some
Dude what type of weed are you smoking
The "Ok boomer" statement was random but kinda funny.
Amazing video. Love the channel keep up the amazing work
Your editing skill is just LIT!!! Im subscribing!
Bwoah, this is good, good for everyone of us
this so wierd, f1 just release their new 2021 season title and u guys release this about F1 also Drive to Survive from Netflix also boosted the fan base growth I am a hardcore F1 fan tmrw is gp weak, the first race of the season
Shut up.
Great video. Excellent text. Awesome music. Superb editing! ⭐️⭐️⭐️⭐️⭐️
i was feeling ppl talking more about f1 lately and i didnt notice all these changes and it makes so much sense.