Recent Buzz Radar analytics have pinpointed a decline in Formula One’s social media footprint for 2023. Yet, Formula One has promptly countered these observations, presenting their own set of data to showcase robust digital growth.
Buzz Radar’s analysis reveals a 46.29% slump in new F1 followers and a 64.10% reduction in social reach for 2023.
Fans’ sentiment towards F1 appears to be souring, with a noticeable increase in negative descriptors. This can be largely attributed to Red Bull’s marked dominance this season, reminding many of Hamilton’s prevailing presence in 2018.
Despite 2023’s purported decline, F1’s digital conversations surged by 80% from 2016 to 2022. The 2021 season, in particular, added an impressive 14 million new cross-channel followers.
Amid the fanfare that surrounded F1 in 2022, largely fueled by fierce rivalries and fresh car regulations, 2023 seems to bear a different story. Buzz Radar’s data points towards decreasing digital engagement. One major takeaway is the tone of the conversation. Fans, who once revered the sport with words like ‘exciting’ and ‘captivating,’ now seem to lean towards less flattering terms.
Digging deeper into the reasons, one can’t help but notice Red Bull’s towering presence this season. They have been nearly invincible, reminiscent of the Hamilton-centric narrative in 2018. Historically, seasons dominated by a singular force have witnessed dampened fan conversations. This was evident in both Hamilton’s sweeping victories and the Rosberg-Hamilton duel that had fans at the edge of their seats in 2016.
Yet, it’s not all dark clouds for Formula One. Even with this year’s apparent decline, F1’s past is glittering. Buzz Radar’s decade-long overview lauds F1’s meteoric rise in digital chatter. Between 2016 and 2022, online discussions about the sport increased by a whopping 80%. The crown jewel was undoubtedly 2021, where F1 stood tall as the fastest-growing sport in terms of digital followers.
“Growth for our official channels are around eight times higher than the 500,000 figure mentioned by Buzz Radar for January to May.
“In the latter half of this season, F1’s digital footprint ranked just behind La Liga’s, making it a close second in followers’ growth rate.
“Moreover, active digital interactions have seen a 4% uptick this year vis-à-vis 2022, and we’re poised to cross the 1.5 billion mark by season’s end.”