Formula E registers growth across digital platforms

Formula E registers growth across digital platforms

Formula E, Mexico City, Autodromo Hermanos Rodriguez

The ABB FIA Formula E Championship is continuing to appeal to a new and younger audience. The fully electric championship is consolidating the number of followers aged 25-34. It is also experiencing rapid growth with fans in the 13-24 age bracket.

Right now Formula E passes the halfway stage of its fourth season. The latest figures point to an increasing number of fans closely following and engaging with the electric street racing series across official social channels. The numbers show a sustained increase in engagement, followers and video views when compared year-on-year.

In addition to rising levels of interaction across all age groups, Formula E is building a younger fan base. The championship is capturing the imagination and attention of arguably the most desirable demographic in sport. It has a 347 percent rise in the proportion of 13-17-year-olds engaging with digital content on official Formula E channels and a 54 percent increase in the 18-24 age range.

Specifically on the official Formula E Facebook page, the two age groups now account for almost half of the total engagement – currently coming in at 49 percent.

Overall engagement with Formula E content also continues to grow at an impressive rate. It has more than quadrupled – up by 330 percent against the entire total for season three. The biggest jump in engagement was seen on Facebook, with 439 percent more interactions. That includes likes, comments and shares when measured in comparison to statistics from the previous season.

Numbers on the same platform have also seen a growth of 128 percent in followers among 13-17-year-olds. Meanwhile, the 18-24 age bracket has improved by 63 percent. That quickly is becoming the second largest follower group behind only 25-34-year-olds.

The total number of organic combined followers has now surpassed 1 million. It is up 55 percent year-on-year at only the mid-way point of the 2017/18 championship. The greatest increase is on Instagram with 90 percent more followers compared to last year.

With a broader content offering on owned and third-party channels, the overall number of video views has also seen a jump with 675 percent more views across Facebook, Twitter, Instagram, YouTube and distributed channels – with a shared total of over 318 million views recorded so far this season.

Alejandro Agag, Founder & CEO of Formula E, said:

“The ABB FIA Formula E Championship continues to grow from strength to strength, attracting a new and younger generation of eager and engaged fans. Not only is Formula E appealing to Generation Z, this highly desired audience is leading to renowned road car manufacturers, automotive brands and prestigious partners putting their name to the series and coming together in the shared values of reinventing racing. With a clear digital strategy and an always on content approach, these impressive figures are a result of speaking the same language as our fans and constantly experimenting with new and innovative tools across each platform.”