London, UK |09 Apr, 2018

Sign of the times - Formula E captures new, younger audience

Just seven years ago, the idea of an all-electric single-seater championship didn't even exist. Today, the ABB FIA Formula E Championship has one of the fastest growing online audiences, with a 347 per cent rise in the number of 13-17-year-old fans (Generation Z) engaging with its online content since last season. Not bad, hey?

"Formula E continues to grow from strength to strength, attracting a new and younger generation of eager and engaged fans," said Founder and CEO Alejandro Agag. "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."

Alongside the growth among 13-17 year-olds, the championship continues to consolidate the number of followers aged between 25-34, with fans continuing to follow and engage with the series across its official social channels. In the age bracket of 18-24, the series experienced growth of 54 per cent since last season, with numbers like these showing a sustained increase in engagement, followers and video views when compared year-on-year.

Specifically, on the official Formula E Facebook page, the two age groups (13-17 and 18-24) now account for almost half of the total engagement - currently coming in at 49 per cent, which is up 439 per cent - likes, comments and shares - when measured in comparison to statistics from the previous season.

Regarding followers, Facebook's seen a 128 per cent increase in 13-17-year-olds following, while the 18-24 age bracket has improved by 63 per cent - quickly becoming the second largest follower group behind only 25-34.

Meanwhile, across all of Formula E's official accounts, the total number of organic combined followers has now surpassed 1 million and is up 55 per cent year-on-year at only the mid-way point of the championship, with the greatest increase coming on Instagram with 90 per cent 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 quadrupled with 675 per cent more views across Facebook, Twitter, Instagram, YouTube and distributed channels - with a shared total of over 318 million views recorded so far this season.

"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 another six rounds of all-electric racing yet to come - taking place on the streets of Rome, Paris, Berlin, Zurich and New York - keep it locked to Formula E's official accounts to follow all the action from the world's first all-electric single-seater racing series.