Verstappen vs Hamilton duel gives Liberty Media excellent figures


The most exciting Formula 1 season in years has paid off for Liberty Media in terms of visitor numbers. The American rights holder of the royal class of motorsport has seen a huge revival in the number of TV and online viewers in recent months.

The 2021 season will always be remembered by the intense duel between Max Verstappen and Lewis Hamilton and the squabble between Red Bull and Mercedes. In the Netherlands, the battle of the titans naturally resulted in unprecedented viewing figures, but this year there was also a lot more attention for the sport worldwide.

Also read: GP Abu Dhabi with 5.3 million viewers most watched F1 race in the Netherlands

Over the entire season, global viewership in 2021 showed an increase of 13 percent compared to a year earlier Auto, Motor und Sport. Especially in the digital field, a lot of gains were made, so Liberty Media’s strategy seems to be paying off. Where Bernie Ecclestone in the past mainly focused on television and was not really involved with digital platforms and social media, Liberty Media has mainly focused on broadening the offer.

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Doubling the number of viewers
The decisive race in Abu Dhabi – where a crazy season came to a nerve-wracking and unexpected denouement – ​​took the cake. Overall, the race on the Yas Marina Circuit attracted twice as many viewers as the Abu Dhabi Grand Prix of 2020. Not surprising, because last season Hamilton had already won the world championship long and wide when Formula 1 visited the Yas Marina Circuit.

On the digital platforms, the reach of the Abu Dhabi Grand Prix grew by 135 percent. The number of video views even increased by 173 percent. Especially the last decisive lap in which Verstappen overtook Hamilton in the extreme and claimed the world title, was often looked back.

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