I’ve been to two Formula 1 races.
Both times, I felt the same rush: the electric energy of the crowd, the roar of the engines, the almost physical jolt as the cars flew by.
It’s not like other sports.
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You don’t just watch an F1 race — you feel it. The precision, the chaos, the sheer speed. It’s a spectacle that hits every sense.
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I remember standing at the track and feeling goosebumps as the drivers zipped past. That gut punch of sound. The heat from the asphalt. The tension as people held their breath at every turn.
It felt cinematic. Like I had stepped into something elite, global, fast-paced, and totally worth the hype.
Formula 1 exploded in popularity in the U.S. thanks to Netflix’s “Drive to Survive.” It was a marketing dream: new audiences, fresh buzz, and sponsorship deals lining up fast.
But the buzz may be wearing off. And the numbers show F1’s U.S. takeover may already be losing steam.
Formula 1’s U.S. takeover is losing speed.
Image source: Eva Marie Uzcategui/Anadolu via Getty Images
Formula 1 may be losing speed in America
After hitting record highs in 2022, F1’s U.S. viewership slipped in 2023 — averaging 1.11 million viewers per race, an 8% decline from the year before, according to Sportcal. It was still the second-most-watched season ever, but the drop marks a clear shift in momentum.
And while the 2024 Miami Grand Prix hit a record 3.07 million viewers thanks to an NBA Game 7 lead-in, viewership plummeted to 2.17 million in 2025 — a steep 30% drop, per Reuters.
Even online, race weekends feel quieter. The once-viral excitement has dulled.
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With how insanely expensive it’s become to attend a race, what once felt like an attainable dream experience now feels completely out of reach.
F1’s $500 million gamble on the Las Vegas Grand Prix, its boldest U.S. race yet, sparked more backlash than buzz. Fans complained of blocked views, insanely priced tickets, and chaotic logistics. Some even filed lawsuits after getting kicked out early.
The magic is still there, but if F1 can’t win back American fans, its U.S. dream could stall out fast.
F1 may have misunderstood the American fan
Formula 1’s U.S. expansion was supposed to be a long-term play. The idea was simple: hook a new generation of fans through Netflix, then keep them engaged with immersive, ultra-premium experiences.
But while the sport thrives globally, its attempt to sell exclusivity in a market that loves access may have backfired.
The Las Vegas Grand Prix went all-in on glitz with luxury suites, celebrity sightings, and bottle service priced at $11,000+. But for many American fans, the vibe felt more exclusive than exciting.
The backlash suggests F1 may have overestimated how much U.S. audiences value spectacle over substance.
With NASCAR and IndyCar offering more fan-friendly experiences at a fraction of the cost, F1 will need to adapt. American fans want the adrenaline, but they also want a reason to keep tuning in.
If the hype train has left the station, F1 will have to find a new way to keep Americans on board.
If F1 doesn’t shift gears soon, its U.S. moment might end before it ever really got going.
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