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WATCH: Red Bull Racing Team Principal Christian Horner says Netflix Inc.’s ‘Drive to Survive’ documentary series has boosted Formula One’s global broadcast television audience, especially in the US.Source: Bloomberg

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By Giles Turner

March 6, 2023 at 3:24 PM UTC

TV’s depiction of Formula One is “like the Kardashians on wheels at times,” according to Red Bull Team Principal Christian Horner, referring to the sport’s popularity following Netflix Inc.’s wildly successful Drive to Survive documentary series.

“We’ve seen massive growth,” said Horner in an interview with Bloomberg TV. “Drive to Survive has introduced F1 to a whole new audience, a younger and American audience.”