F1 Popularity in the USA & Around the World
Search traffic data suggests F1 is growing in popularity and reaching new American fans
In the years 2020-2025, search traffic for F1 in the United States has peaked in November 2023 and July 2025. These peaks are a signal of the general upward trajectory the sport in seeing in the country. When applying this data across the wolrd, the trend reamins relatively flay indicating that the US is one of the sports growth markets. These 5-year trends are compared in the search popularity graph below.
Is F1 more popular than NASCAR in the USA?
Our research shows that NASCAR recieves approximately 2.7 million searches across the US each month, while F1 gains approximately 1.6 million. However, when broken down by US state, Formula 1 is shown to be of higher interest than NASCAR in the majority of states.
The biggest majority ‘win’ for F1 comes in Califormia, claiming 79% of total internet searches for F1 and NASCAR combined. NASCAR’s biggest win in in North Carolina, claiming a 64% share of combined searches.
More detail is covered on this topic via our LinkedIn post, below:
Has the F1 Movie helped the franchise reach more fans in the USA?
The top 3 US states in terms of online search popularity for the F1 brand are no.1 Nevada, (home of the Las Vegas Grand Prix), no.2 Florida (home of the Miami Grand Prix) and no.3 Colorado.
By comparison, the top 3 US states for searches about the F1 movie are no.1 Utah. no.2 California and no.3 Texas (home od the US Grand Prix).
These results are mapped out in our LinkedIn graphic below. The fact that these two measurements yield fifferent states suggest that the film is helping to reach more fans, however, all the states included in these results are high ranking for F1 popularity generally, suggesting that the reach of the film is limited in terms of converting brand new fans.
How popular is Formula 1 around the world?
The country with the highest share of F1 search traffic per population in 2015 is the Netherlands. In second place is Argentina and third, Italy.
The top ten countries searching for F1 online as a share of population is:
- Netherlands
- Argentina
- Italy
- Hungary
- Austria
- New Zealand
- Australia
- Singapore
- United Kingdom
- Uruguay
In terms of volume of F1 online searches each month, Brazil and italy record the highest number with approximately 2.2 million searches, with Mexico, the UK and US next all with 1.8 million and Argentina 6th, with 1.2 million.
If you would like a 15 minute call about audience analytics and/or fan engagement solutions, please send an email to stefan@hypersetgroup.com and we’d be glad to see how we can help.
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