Motorsports Renaissance
A decade ago, trying to explain your love for motorsports often came with an eye roll or questioning one's sanity. People still thought racing was just cars going in circles or that Formula 1 was a niche European quirk, if they even knew what it was. But somewhere in the high-stakes world of million-dollar decisions and split-second failures, where team principals wage psychological warfare in the paddock while drivers risk everything at 200 mph, something shifted. Netflix’s Drive to Survive cracked the mainstream, and motorsport hasn’t looked the same since.
Suddenly, F1 is now a watercooler conversation. Race weekend brunches are a thing. Influencers are in the paddocks. Attendance is booming across nearly every grand prix. But it’s not just F1 that’s winning. From the gravel stages of WRC to the grid at IMSA and WEC, the entire motorsport world is riding a tidal wave of new fans, younger audiences, and unexpected cultural relevance. It’s a full-blown renaissance. You don't always recognise the Golden Age of something until it's over. I'm here to tell you you're in it right now.
So how did we get here, what’s fuelling the momentum, and why does it matter more than just TV ratings? Let’s take a lap through the current state of racing’s revival and where we might be heading next.
The Netflix Effect
When Netflix dropped Drive to Survive in 2019, no one could’ve predicted the seismic impact it would have. The show did something F1 had never quite managed on its own: it made racing human. It turned drivers into characters, team principals into villains or heroes, and transformed pit lane politics into reality-show-worthy drama.
The result? Millions of new fans. And not just passive viewers, but active, engaged, passionate fans who spend their life savings on tickets and have strong opinions about tire strategy. F1's U.S. viewership has surged dramatically, with yearly average viewership jumping from 554K in 2018 to 1.1M in 2023.
Races that once struggled to fill grandstands are now selling out. And social media feeds that used to be quiet on race day are lighting up with memes, live tweets, and post-race debates. This change is undeniable and isn’t seemingly slowing down any time soon.
The Drive to Survive effect didn't just turn F1 into a juggernaut. As fans are clamouring for more, they are finding it in other racing series across the world. It opened the door for fans to discover the broader world of motorsports. Once you fall down the rabbit hole, it’s hard to stop. One weekend it’s the Monaco GP, the next it’s the 24 Hours of Le Mans, Daytona, or Rally Finland. And what fans are finding is that motorsport, across all disciplines, is just as, if not more, compelling, competitive, and culturally rich than they ever realised.
Beyond Formula 1
Take WEC. For years, it remained a connoisseur's series appreciated by diehards but largely off the radar for casual viewers. Now, attendance at events like Le Mans is setting new records. Manufacturers are jumping back into the top class, currently 8 different ones in the new Hypercar class and 3 more to join by 2027. There’s real momentum behind this hypercar class development and more eyeballs on the series than we’ve seen in decades.
IMSA is seeing a similar surge. The Rolex 24 at Daytona has become a marquee event not just for drivers but for fans who now understand the drama of multi-class racing and the grind of endurance strategy. Add in the rise of the GT3 platform, used in IMSA, SRO, and elsewhere, and you’ve got a global motorsport language that’s consistent, competitive, and increasingly accessible to fans who cut their teeth on Netflix and now want more. Hell, the Rolex 24 is shown in the opening scene in the hugely popular F1: The Movie.
Even WRC, long beloved by a smaller but fiercely loyal crowd, is pulling in bigger crowds thanks to better streaming access, more relatable driver stories, and an undeniable “cool factor” in seeing rally cars fly sideways through forests and snowbanks. Its growth is hitting peak "Drive to Survive effect" as it is planning a major return to the US for the first time since 1988.
But the most exciting sign that motorsports is entering a new golden age isn't just the racing itself, it's the culture surrounding it.
Culture Meets Competition
Nowhere is this clearer than at Gridlife. If you haven't been to Gridlife, imagine Coachella meets Road America. There's on-site camping with live music, food trucks, drifting, time attack, car shows, and a community vibe that makes it feel like a weekend-long hangout for people who just get it. It's motorsports reimagined for a generation that grew up with Initial D, Forza Horizon, and Fast and Furious.
Gridlife shows that racing can be the centre of a cultural moment. You don’t have to be an engineer or a lifelong fan to enjoy it. You just have to show up, look around, and let the energy pull you in. This is what makes the current moment so different from past spikes in motorsport popularity. It’s not just about a driver or a team. It’s about a lifestyle. A sense of belonging. Racing is becoming part of pop culture again, not in the background, but front and centre.
If the last few years have shown us anything, it’s that motorsport isn’t going anywhere. But where it’s heading is just as exciting as where it’s been.
What Comes Next?
Expect more streaming content telling richer, more personal behind-the-scenes stories about drivers and teams. The narrative format works, and fans want more of it.
Expect more brands to invest in motorsport culture, not just as sponsors but as partners. We’re already seeing it with collaborations between F1 teams and fashion labels, lifestyle brands activating at races, and influencers using events like Goodwood or Monterey Car Week as content goldmines.
Expect sim racing and esports to play a bigger role, too. The barrier to entry is lower than ever, and sim racers are now proving themselves in real-world series. The path from iRacing to a series like IMSA is no longer just a dream; it’s the way it works.
But the most important thing? Expect more people to show up. At the track. In the paddock. Online. Because once motorsport grabs you, it doesn’t let go.
The Checkered Flag Is Just the Start
This isn’t just about numbers. It’s about preserving and evolving a culture that, for too long, felt like it was in decline. More fans mean more investment, more media attention, more access to events, and more opportunities for young drivers. Motorsport deserves to be mainstream. Not sanitised or diluted, but celebrated for its complexity, danger, beauty, and community. And right now, we’re seeing what happens when the world finally pays attention.
The motorsport renaissance is real. It's happening, and it’s not slowing down. Drive to Survive may have been the spark, but what we’re seeing now is a full-on wildfire of interest, energy, and passion across the racing world. From F1 grandstands packed with first-time fans to grassroots events that feel like music festivals with tire smoke, racing is back in a way we haven’t seen in decades. And this time, it’s not just about the cars. It’s about the people, the stories, and the thrill of being part of something that feels alive.
So whether you're tuning into the next WEC round, planning a trip to Gridlife, or just talking F1 gossip with your friends at the pub, know that you’re riding the wave of something special. The green flag’s already dropped. It's time to go racing.
