Our day to day is helping the world's leading brands understand their audiences, but that's not all we've done. Since day one we've been quietly working on an internal passion project, which we've used to help develop our technology and team. Over the last decade we've captured over 100 million online conversations around Formula 1 and analysed them using Buzz Radar's social and audience intelligence platform combined with our team of experts. All with the view of discovering key insights into F1 audiences and their behaviours.
In parts one and two of our F1 report series, we explored whether F1 had reached peak popularity and examined the crucial role of Drive to Survive in the sport's growth. Now, in part three, we tackle one of the most debated topics in F1: the perceived rise in toxic fan behaviour online.
As Formula 1 has transformed from a specialised sport into a global entertainment phenomenon, concerns about online toxicity have grown increasingly loud. But is the F1 fanbase really becoming more toxic? Or is there more to this story than meets the eye?
- The Current State of F1's Online Community
- Key Drivers of Online Behaviour
- Traditional vs New Fan Demographics
- Social Media Perception vs Reality
- Storm Clouds on the Horizon
- Recommendations for Improvement
The Current State of F1's Online Community
The perception of increasing toxicity in Formula 1's online spaces has become almost accepted wisdom. But our comprehensive analysis of over 100 million social media posts tells a different story.
In what might come as a surprise to many F1 followers, our research shows that while negative interactions have indeed risen from 8% in 2016 to 20% in 2024, positive conversations have nearly doubled from 23% to 40%. For every negative comment, there are now two positive ones.
Key Drivers of Online Behaviour
When Max Verstappen recently called for better systems to curb online abuse, and Carlos Sainz urged media outlets to combat toxicity through more balanced reporting, they were responding to real issues. Our data analysis identified six primary catalysts for negative interaction:
- ➔Team and driver rivalries (32%)
- ➔Controversial race incidents (28%)
- ➔Accusations of bias (17%)
- ➔Rule and technical regulation changes (18%)
- ➔Nationalistic sentiment (4%)
- ➔Environmental concerns (1%)
The 2021 Abu Dhabi Grand Prix remains the most significant trigger for heated debates, generating over 100,000 negative interactions in our dataset - a record that still stands today.
Traditional vs New Fan Demographics
At the heart of F1's online dynamics lies a fascinating cultural shift. Our research reveals a clear demographic divide that's reshaping how fans engage with the sport:
Traditional Fans:
- ➔Predominantly male, aged 35+
- ➔Primary platforms: X and Reddit
- ➔Discovered F1 through traditional media
- ➔Often critical of Drive to Survive
- ➔Value technical understanding and history
New Generation:
- ➔Higher proportion of female fans
- ➔Younger demographic
- ➔Multi-platform engagement
- ➔Drive to Survive enthusiasts
- ➔Content creators and meme sharers
- ➔More focused on personalities and drama
This clash of cultures often creates friction, with traditional fans sometimes dismissing newer ones with phrases like 'typical Drive to Survive fan' - a term that appeared over 50,000 times in our dataset last year alone.
Social Media Perception vs Reality
If things are actually improving, why does it feel so toxic? Our analysis identified several key factors:
- ➔Algorithm amplification of controversial content
- ➔Changes in platform moderation policies
- ➔Human tendency to focus on negative interactions
- ➔Rapid spread of controversial content
Storm Clouds on the Horizon
Despite the currently improving trajectory, our AI analysis has detected concerning patterns that suggest F1 could face unprecedented challenges in the near future. Looking at data from IndyCar's experience with passionate regional fanbases, we've identified potential warning signs.
The catalyst? The potential entry of Franco Colapinto to F1 in 2025/26. Our analysis of IndyCar's experience with Agustín Canapino shows how regional fan dynamics can spiral rapidly. When Théo Pourchaire was involved in an incident at the Detroit Grand Prix, negative sentiment spiked 224% above normal levels, accompanied by waves of coordinated social media attacks.
Our predictive modelling suggests F1 could experience a 10-30% increase in toxic fan interactions over the next 36 months if similar patterns emerge. The risk isn't from drivers themselves, but from the sheer scale and intensity of their fanbases in an era of relaxed platform moderation.
'While overall fan engagement is increasingly positive, we’ve identified concerning patterns that could rapidly shift this balance in the next 18 months.' Patrick Charlton, CEO of Buzz Radar
Download the Complete Report
Get our comprehensive analysis including:
- ➔Detailed demographic breakdowns
- ➔Future trend predictions
- ➔Platform-specific insights
- ➔Recommendations for teams and sponsors
This analysis is part of our ongoing series examining F1's audience evolution. Read our previous reports on F1's peak popularity and the impact of Drive to Survive.
About Buzz Radar
We help the world's leading motorsport teams and sponsors create deeper fan connections through data-driven audience intelligence. Learn more about our motorsport solutions.
Published on 2025-02-12 14:27:34