Formula 1's struggle to attract the younger generation continues

Despite more incentives and a fresh social media look, Formula 1 continues its struggle to attract the younger generation. Formula 1's global research director has announced just 14% of the Grands Prix viewers are under 25.

A new eSports series, alongside online race streaming and an upgraded social media presence, hasn't helped draw attention from the younger audiences. Liberty Media wanted to increase viewing figures, but have so far failed as Formula 1 continues to slip off Freeview TV.

F1’s global research director Matt Roberts told a Reddit audience: “the average age of a global F1 viewer is 40. 14% are under 25, 30% are 25-34, 20% are 35-44, 20% are 45-54 and 17% are over 55. The average age is higher in more established markets like the UK, Italy and Germany whilst it is youngest in newer F1 markets like USA and China.”

Unsurprisingly, China and the USA are amongst the venues in which Liberty Media are desperate to start new races. But how do they tackle shrinking audiences, particularly Under 25's?