Lewis Hamilton’s equalling of Michael Schumacher’s record number of 91 race wins at the F1 Eifel Grand Prix at Nuerburgring secured an online audience of 1.7 million views.
For the first time the race was distributed free-to-air over the Formula 1 YouTube Channel live in seven European markets: Germany, Switzerland, Netherlands, Belgium, Norway, Sweden, and Denmark.
Formula 1 says the cover attracted a large, young audience, with 31% under the age of 25 and 68% under 35. Fans watched across devices with 33% watching on mobile phones, and 30% watching via connected televisions.
Adam Crothers, Head of Digital Media Rights, Formula 1 said: It’s clear to see that younger fans are more engaged with live streaming than ever before and the partnership with YouTube ensures we continue to engage with those fans and help to grow new ones through creative content on the platform, which should also have a positive impact on our hugely important global broadcast community.
Over the week of the race, the channel achieved 41 million views, through a unique audience of 10.5 million fans.
Tomos Grace, Head of Sport, YouTube EMEA said: “The sheer number of fans who tuned into the F1 YouTube Channel over the past week demonstrates that motorsport fans are coming to the YouTube platform for the content they love. Not only is this an opportunity for Formula 1 and YouTube to give back to existing fans but a chance to inspire a whole new generation of viewers for this exciting sport.”
The channel added 50,000 new channel subscribers over the course of the weekend, bringing the total to 4.4 million.
