F1 Media Landscape

F1媒體前景

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??Specialist F1 websites and Pay TV are the most used destination for content, especially among fans aged 35+

專業(yè)F1網(wǎng)站和付費(fèi)電視是最常用的內(nèi)容平臺，特別是35歲以上的車迷群體

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??Free-to-air F1 TV viewing declines (56%) since 2017

自2017年以來，F(xiàn)1免費(fèi)電視收視率下降了56%

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??Twitter continues as #1 most used social platform, closely followed by Instagram, which is #1 most used channel among 16–24-year-olds. Facebook usage has declined

Twitter 仍然是使用最多的社交平臺。緊隨其后的是 Instagram，它是16-24歲車迷中使用最多的社交平臺。Facebook 的使用率下降了。

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??Most respondents (85%) are watching more than 13 GPs per season. Over 85% of fans watch full race content from lights to flag, no decline in viewing duration among younger audience

大多數(shù)受訪者(85%)每季觀看的分站賽超過13個。超過85% 的車迷觀看完整看完分站賽，年輕觀眾的觀看時間沒有減少

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??For the future fans overwhelming call for watching full race coverage via Live TV or Streaming

對于年輕車迷來說，通過直播電視或者流媒體觀看完整的比賽報道需求非常強(qiáng)烈

If the 2021 Global F1 Fans Survey tells us anything, it is that the strategy of F1 management as well as the teams and drivers to engage new audiences via digital and social media is working. The success of Netflix “Drive to Survive” behind the scenes documentary series has been to open the sport up to new, younger and more diverse audiences, making the sport more accessible.?

2021年全球 F1粉絲調(diào)查能告訴了我們F1管理層的戰(zhàn)略，以及數(shù)字和社交媒體在吸引新觀眾方面發(fā)揮了重要作用。Netflix“ Drive to Survive”系列紀(jì)錄片的成功之處在于，它向新的、更年輕的、更多樣化的觀眾開放了這項(xiàng)運(yùn)動，使得這項(xiàng)運(yùn)動更容易接受。

Formula 1 Media Consumption Habits (2005-2021)

F1車迷的媒體消費(fèi)習(xí)慣(2005-2021)

The most important media platforms for Formula 1 are undoubtedly TV, both paid and free-to-air, and specialist websites.

F1賽事最重要的媒體平臺無疑是電視，包括付費(fèi)和免費(fèi)直播，以及專業(yè)網(wǎng)站。

Regular fan usage of Social Media continues to increase. In 2021 just over 40% of fans regularly access Twitter, F1’s most accessed platform for their F1 information needs – up from 31% in 2017. Instagram recorded the largest individual service growth since 2017, more than doubling its F1 active audience from 17% to 37%. Facebook’s usage among F1 fans declined by 40% to 20%.

經(jīng)常使用社交媒體的粉絲持續(xù)增加。在2021年，超過40%的粉絲經(jīng)常訪問 Twitter，這是F1用戶訪問次數(shù)最多的平臺，用來滿足他們對F1信息的需求，比2017年的31% 有所上升。Instagram 記錄了自2017年以來最大的個人服務(wù)增長，F(xiàn)1的活躍用戶從17% 增加到37% ，翻了一番多。Facebook 在F1粉絲中的使用率下降了40%至20% 。

Along with free-to-air TV, traditional media platforms – particularly newspapers and radio – together with General Sports websites continued to suffer from sharp declines in usage.

與免費(fèi)電視一樣，傳統(tǒng)媒體平臺——特別是報紙和廣播——以及 General Sports 網(wǎng)站的使用率繼續(xù)急劇下降。

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General Sports websites declined further in 2021, down from a third (2017) to less than a quarter in 2021. Print media – including newspapers and specialist magazines – continued to decline in usage; now standing at 5.2% and 4.9% respectively. Radio declined further to 2.6% usage.

通用體育網(wǎng)站在2021年進(jìn)一步下降，從2017年的三分之一下降到2021年的不到四分之一。包括報紙和專業(yè)雜志在內(nèi)的印刷媒體的使用率繼續(xù)下降，目前分別占5.2% 和4.9% .廣播的使用率進(jìn)一步下降到2.6% 。

Quantity of GP Broadcast Viewed (2010-2021)

2010-2021年分站賽廣播收聽次數(shù)

Over 50% of fans regularly access specialist motorsport websites during the F1 weekend with usage being highest in Japan, France, Turkey, Poland and Mexico. Accessing of specialist websites over the F1 weekend is at its lowest in UK, Australia and Spain.

超過50% 的車迷定期訪問專業(yè)賽車網(wǎng)站,在F1周末使用率最高的是日本，法國，土耳其，波蘭和墨西哥。在英國、澳大利亞和西班牙，F(xiàn)1周末專業(yè)網(wǎng)站訪問量最低。

TV leads the way with 80% of fans habitually accessing TV for their F1 content. Frequent usage increases to nearly 100% when we include use of streamed content. In contrast, 51% of fans use specialist motorsport websites frequently for news and information over an F1 race weekend.

電視在這方面處于領(lǐng)先地位，80% 的粉絲習(xí)慣于通過電視獲取F1內(nèi)容。當(dāng)我們將流媒體內(nèi)容的使用包括在內(nèi)，使用率增加到接近100% 。相比之下，51% 的車迷在F1比賽周末經(jīng)常使用專業(yè)賽車網(wǎng)站獲取新聞和信息。

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Pay TV usage is at its highest in the UK, Australia, France, Germany, Spain and Poland and at its lowest in the United States, Canada, Turkey, India, Mexico and Brazil.?

英國、澳大利亞、法國、德國、西班牙和波蘭的付費(fèi)電視使用率最高，美國、加拿大、土耳其、印度、墨西哥和巴西的付費(fèi)電視使用率最低。

Nearly 85% of the fans surveyed watch more the 13 Grands Prix on television per season – continuing the increase from 2015 and ’17 studies and is further evidence of the sport’s improving perception and appeal – together with the gradual shift towards acceptance and penetration of Pay TV among the fanbase.

接受調(diào)查的球迷中，近85% 的人每季觀看13場大獎賽(grand Prix)相關(guān)的電視節(jié)目——這一比例比2015年和2017年的研究結(jié)果都高，這進(jìn)一步證明了這項(xiàng)運(yùn)動的認(rèn)知度和吸引力正在提高，同時也證明了收費(fèi)電視正逐漸被球迷接受和普及。

Impact of Pay TV On Formula 1 Viewing (2015-2021)

付費(fèi)電視對 F1收視率的影響(2015-2021)