Twitch, TikTok and the case of the dying broadcaster: Where are people really watching motorsport?

Motorsport is fast, on track and in the way fans consume it. The traditional model of watching races on TV is evolving rapidly, especially among younger audiences. While broadcast television remains crucial, viewing habits are shifting toward digital platforms like Twitch and TikTok, forcing broadcasters and rights holders to adapt. So how do things look like these days?

The decline of traditional sports broadcasting: A reality check

Recent data underscores the challenges facing traditional sports broadcasters:

• According to Nielsen Sports, TV sports viewership fell 18% from 2020 to 2023 across major leagues and events.

• In the UK, the Premier League saw a 28% decline in traditional TV viewership among 16-34-year-olds between 2018 and 2023. (Ofcom)

  
  

These figures don’t spell doom for broadcasters, but they highlight a generational shift. Younger fans are less likely to tune into linear TV schedules and more likely to seek content on-demand or via social media.

Gen Z and Motorsport: The digital-first generation

Gen Z’s media habits are reshaping how sports content is created and consumed:

• TikTok boasts over 1 billion monthly active users globally, with around 60% aged 16-24.

• Twitch’s average daily viewership exceeds 3.8 million, with gaming, esports, and “Just Chatting” streams dominating but motorsport content growing in presence.

• A recent survey by SportsPro Media found that 70% of Gen Z motorsport fans prefer short clips, highlights, and behind-the-scenes content on social platforms over full race broadcasts.

  
  

Why Twitch and TikTok are winning hearts and screens

Twitch offers interactivity and community, where fans watch live streams, chat, and even interact with drivers or commentators in real-time. Motorsport creators, influencers, and teams stream race analysis, gaming content, and fan Q&As, creating an ongoing connection far beyond race weekends.

TikTok, on the other hand, thrives on short-form, entertaining, and shareable content. From race highlights and crash analysis to behind-the-scenes access and fan trends, TikTok helps motorsport break into youth culture, reaching new demographics that traditional broadcasts can miss.

How broadcasters are adapting

Rather than viewing Twitch and TikTok as threats, broadcasters are evolving:

• Sky Sports F1 and ESPN now actively produce exclusive digital content, using their own TikTok channels to share race highlights, memes, and driver interviews.

• Formula 1 itself boasts over 25 million followers across TikTok, Instagram, and YouTube, producing original digital-first content that complements traditional broadcast.

• Many broadcasters host Twitch streams featuring pre- and post-race analysis, Q&As, and fan interaction, blurring the line between traditional and new media.

  
  

These strategies indicate a hybrid future: linear broadcasts remain central for live race coverage, but the fan journey increasingly lives on social and streaming platforms.

What this means for the future of motorsport viewing

The evolving landscape offers exciting opportunities:

• Wider and more diverse audiences: Digital platforms lower entry barriers, drawing casual fans, younger viewers, and underserved communities.

• New commercial models: Brands can activate sponsorships in highly targeted ways through influencer partnerships, digital ads, and interactive content.

• Stronger fan engagement: Real-time chats, polls, and exclusive content deepen loyalty beyond the racetrack.

  
  

For teams, sponsors, and rights holders, understanding where fans watch is critical. Investing in multi-platform content strategies that combine the reliability of broadcast with the dynamism of digital is key to future growth.

Broadcast television isn’t dead, but it’s no longer the sole arena where motorsport lives. The rise of Twitch and TikTok signals a vibrant, evolving fan ecosystem that demands fresh approaches and innovative storytelling.

Motorsport’s challenge, and it’s opportunity, is to embrace these platforms as partners, not competitors, in delivering thrilling, accessible, and engaging experiences that meet fans wherever they choose to watch.