F1 Media Landscape

F1媒体前景

 

• Specialist F1 websites and Pay TV are the most used destination for content, especially among fans aged 35+

专业F1网站和付费电视是最常用的内容平台，特别是35岁以上的车迷群体

 

• Free-to-air F1 TV viewing declines (56%) since 2017

自2017年以来，F1免费电视收视率下降了56%

 

• Twitter continues as #1 most used social platform, closely followed by Instagram, which is #1 most used channel among 16–24-year-olds. Facebook usage has declined

Twitter 仍然是使用最多的社交平台。紧随其后的是 Instagram，它是16-24岁车迷中使用最多的社交平台。Facebook 的使用率下降了。

 

• Most respondents (85%) are watching more than 13 GPs per season. Over 85% of fans watch full race content from lights to flag, no decline in viewing duration among younger audience

大多数受访者(85%)每季观看的分站赛超过13个。超过85% 的车迷观看完整看完分站赛，年轻观众的观看时间没有减少

 

• For the future fans overwhelming call for watching full race coverage via Live TV or Streaming

对于年轻车迷来说，通过直播电视或者流媒体观看完整的比赛报道需求非常强烈

If the 2021 Global F1 Fans Survey tells us anything, it is that the strategy of F1 management as well as the teams and drivers to engage new audiences via digital and social media is working. The success of Netflix “Drive to Survive” behind the scenes documentary series has been to open the sport up to new, younger and more diverse audiences, making the sport more accessible. 

2021年全球 F1粉丝调查能告诉了我们F1管理层的战略，以及数字和社交媒体在吸引新观众方面发挥了重要作用。Netflix“ Drive to Survive”系列纪录片的成功之处在于，它向新的、更年轻的、更多样化的观众开放了这项运动，使得这项运动更容易接受。

Formula 1 Media Consumption Habits (2005-2021)

F1车迷的媒体消费习惯(2005-2021)

The most important media platforms for Formula 1 are undoubtedly TV, both paid and free-to-air, and specialist websites.

F1赛事最重要的媒体平台无疑是电视，包括付费和免费直播，以及专业网站。

Regular fan usage of Social Media continues to increase. In 2021 just over 40% of fans regularly access Twitter, F1’s most accessed platform for their F1 information needs – up from 31% in 2017. Instagram recorded the largest individual service growth since 2017, more than doubling its F1 active audience from 17% to 37%. Facebook’s usage among F1 fans declined by 40% to 20%.

经常使用社交媒体的粉丝持续增加。在2021年，超过40%的粉丝经常访问 Twitter，这是F1用户访问次数最多的平台，用来满足他们对F1信息的需求，比2017年的31% 有所上升。Instagram 记录了自2017年以来最大的个人服务增长，F1的活跃用户从17% 增加到37% ，翻了一番多。Facebook 在F1粉丝中的使用率下降了40%至20% 。

Along with free-to-air TV, traditional media platforms – particularly newspapers and radio – together with General Sports websites continued to suffer from sharp declines in usage.

与免费电视一样，传统媒体平台——特别是报纸和广播——以及 General Sports 网站的使用率继续急剧下降。

 

General Sports websites declined further in 2021, down from a third (2017) to less than a quarter in 2021. Print media – including newspapers and specialist magazines – continued to decline in usage; now standing at 5.2% and 4.9% respectively. Radio declined further to 2.6% usage.

通用体育网站在2021年进一步下降，从2017年的三分之一下降到2021年的不到四分之一。包括报纸和专业杂志在内的印刷媒体的使用率继续下降，目前分别占5.2% 和4.9% .广播的使用率进一步下降到2.6% 。

Quantity of GP Broadcast Viewed (2010-2021)

2010-2021年分站赛广播收听次数

Over 50% of fans regularly access specialist motorsport websites during the F1 weekend with usage being highest in Japan, France, Turkey, Poland and Mexico. Accessing of specialist websites over the F1 weekend is at its lowest in UK, Australia and Spain.

超过50% 的车迷定期访问专业赛车网站,在F1周末使用率最高的是日本，法国，土耳其，波兰和墨西哥。在英国、澳大利亚和西班牙，F1周末专业网站访问量最低。

TV leads the way with 80% of fans habitually accessing TV for their F1 content. Frequent usage increases to nearly 100% when we include use of streamed content. In contrast, 51% of fans use specialist motorsport websites frequently for news and information over an F1 race weekend.

电视在这方面处于领先地位，80% 的粉丝习惯于通过电视获取F1内容。当我们将流媒体内容的使用包括在内，使用率增加到接近100% 。相比之下，51% 的车迷在F1比赛周末经常使用专业赛车网站获取新闻和信息。

 

Pay TV usage is at its highest in the UK, Australia, France, Germany, Spain and Poland and at its lowest in the United States, Canada, Turkey, India, Mexico and Brazil. 

英国、澳大利亚、法国、德国、西班牙和波兰的付费电视使用率最高，美国、加拿大、土耳其、印度、墨西哥和巴西的付费电视使用率最低。

Nearly 85% of the fans surveyed watch more the 13 Grands Prix on television per season – continuing the increase from 2015 and ’17 studies and is further evidence of the sport’s improving perception and appeal – together with the gradual shift towards acceptance and penetration of Pay TV among the fanbase.

接受调查的球迷中，近85% 的人每季观看13场大奖赛(grand Prix)相关的电视节目——这一比例比2015年和2017年的研究结果都高，这进一步证明了这项运动的认知度和吸引力正在提高，同时也证明了收费电视正逐渐被球迷接受和普及。

Impact of Pay TV On Formula 1 Viewing (2015-2021)

付费电视对 F1收视率的影响(2015-2021)