TV programming has a long history of inspiring audiences to get more involved in their passions and pick up new hobbies. In some cases, TV shows have given a lucky few the opportunity to live out their dream jobs, such as Last Comic Standing winner Iliza Shlesinger and Top Chef winner Stephanie Izard.
Namun, program TV dapat melakukan lebih dari sekadar memicu hasrat internal: Dalam kasus dokumenter, yang menjadi semakin populer di platform streaming, penelitian Nielsen menemukan bahwa mereka dapat mengubah penonton menjadi penggemar olahraga.
Thereโs no short-changing the power of sports and its influence on live TV viewing. Last year, sports accounted for 98% of the top 50 most-viewed programs through September on traditional U.S. TV. And as content creators expand the TV landscape to growโand attractโnew audiences, the world of sports is growing outside of live competition.
Meskipun sorotan pertandingan dan video rekap selalu menjadi cara bagi para penonton untuk mengikuti pertandingan secara langsung dan mendapatkan wawasan tentang aksi di lapangan, konten yang tidak terkait, seperti dokumenter juga mendapatkan momentum di antara para pemirsa-dan menginspirasi mereka untuk terlibat langsung dengan olahraga. Faktanya, di antara para penonton global, daya tarik konten yang tidak terkait dengan acara langsung hanya sedikit lebih rendah daripada konten yang terkait langsung dengan pertandingan atau permainan.
To learn more about the connection between the viewership of docuseries and sports fandom, Nielsen recently analyzed viewership of Netflixโs Formula 1: Drive to Survive to see if it inspired U.S. audiences to start watching Formula 1 races. The analysis, which looked at F1 viewership during three specific periods, found that more than 360,000 viewers who didnโt view F1 in the latter part of the 2021 season, watched F1 racing in 2022 after first watching Drive to Survive.
Driven to watch: Drive to Survive inspires 2.3% more viewers to watch F1 content in 2022
Nielsen isnโt the first to highlight the impact of Drive to Survive on F1 fandom, and Wawasan Penggemar Nielsen has tracked F1 fan growth of about 10% in the U.S. over the past three years. But this is the first time audiences have been analyzed to track the halo effect from the show to live actionโsomething earlier coverage stated couldnโt be done.
Untuk sampai pada temuan ini, Nielsen menghitung jumlah penonton televisi:
- Konten F1 antara 19 November 2021 dan 12 Desember 2021
- All seasons of Drive to Survive between Dec. 13, 2021, and March 17, 2022
- Acara F1 antara 18 Maret 2022 dan 10 April 2022
According to Nielsen data*, nearly 16 million people watched at least part of any of the programming listed above. Of the 16 million, 2.3% did not watch any of the last three race weekends of 2021 F1 programming, highlighting that Drive to Survive generated more than 360,000 new fans of F1 ahead of the highly anticipated Formula 1 Crypto.com Miami Grand Prix, which begins this Friday.
When we look at viewership of just the docuseries and the new F1 season, which kicked off in mid March, we see that 41% of Drive to Survive viewers also tuned in to the first three weeks of the new F1 season.
Para penggemar baru ini juga membawa profil yang berbeda ke dalam olahraga ini. Mereka adalah:
- Lebih banyak orang Hispanik (23% vs. 12% yang menonton konten F1 dan bukan dokumenter)
- Lebih muda (46% berusia 34 tahun ke bawah vs. 16% yang menonton konten F1 dan bukan film dokumenter)
- Orang kaya (69% berpenghasilan $100 ribu+ vs 49% yang menonton konten F1 dan bukan film dokumenter)
- Kerah putih (70% vs 42% yang menonton konten F1 dan bukan dokumenter)
- Memiliki rumah dengan anak-anak (49% vs. 21% yang menonton konten F1 dan bukan film dokumenter)
In addition to inspiring docuseries viewers to become F1 fans, Drive to Survive has played a significant educational role as the general population grows its interest in the sport. In fact, among the general population, Nielsen Fan Insights found that:
- 34% menjadi penggemar setelah menonton
- 30% mengatakan bahwa mereka lebih memahami olahraga ini
- 29% merasa lebih terlibat dengan olahraga
Given the buzz to date, it should come as no surprise that the fourth season of Drive to Survive has garnered even bigger audiences. Premiere week for season 4, which dropped March 11, just ahead of F1 Round 1 in Bahrain, attracted 60% more audience than the premiere for season 3, which arrived right before last yearโs F1 season.
Kisah-kisah menarik ada di mana-mana, dan olahraga semakin mendapatkan waktu tayang di TV di luar kompetisi langsung. Meskipun tidak dapat disangkal daya tarik olahraga secara langsung, kini ada bukti nyata bahwa salah satu kunci untuk menarik penggemar baru mungkin berakar pada kekuatan penceritaan gaya dokumenter yang menarik.
Note
*Nielsen national TV data and Peringkat Konten Streaming
