How F1's Aston Martin Turned a Cultural Phenomenon Into Engagement Gold

In 2018, Formula One ‘s social media footprint sat at a healthy 18.7 million followers. A large portion of today’s grid were just making a name for themselves in the fastest motorsport competition in the world — others were still, well, children — and only around 13 percent of that global fanbase was under the age of 35.

In 2025, F1’s social following sits at well over 100 million, and the number of F1 fans under the age of 35 has tripled. Want to take a guess which genre-defining Netflix docuseries hit our screens around seven years ago?

In 2018, Formula One ‘s social media footprint sat at a healthy 18.7 million followers. A large portion of today’s grid were just making a name for themselves in the fastest motorsport competition in the world — others were still, well, children