Formula 1 partners with YouTube to stream for free

For the first time in history, fans across selected European markets will have the opportunity to watch a Formula 1 Grand Prix for free on YouTube, including everything from practice sessions, to qualifying, and all the live race day action from the Nurburgring on October 9-11.

The partnership will see Formula 1 and YouTube live stream the Eifel Grand Prix in Germany as a social media exclusive on the Formula 1 YouTube Channel in select European territories on Sunday 11 October 2020. Fans will be able to watch the race, live and for free, in seven European markets including Germany, Switzerland, Netherlands, Belgium, Norway, Sweden, and Denmark. The deal also provides YouTube with additional content such as race previews, highlights, and analysis.

This unique partnership builds upon the incredibly strong relationship Formula 1 and YouTube have established in recent years with the motorsport brand leaning into the digital platform in a big way — including richer and more engaging content such as longer highlight recaps, top driver and team radio moments, and expert analysis. All of this has driven viewership growth of 130% year-on-year.

YouTube has long served as the hub for the vibrant Formula 1 online community, providing new and existing fans with high-quality and engaging content including driver profile pieces, behind-the-scenes featurettes, podcast interviews, and much more. As people spend more time at home, we are seeing a shift toward streaming viewership, along with significant growth on YouTube: Watch time of live content on TV screens globally has increased by over 250%.

his partnership presents a unique moment for brands to reach sports fans on YouTube. Advertisers can buy ad inventory against the live stream of the German Grand Prix, in single or across multiple markets, along with the rich content across the entire F1 YouTube channel.

Formula 1 drivers have also found a home on YouTube as creators. Drivers such as Nico Rosberg, Max Verstappen, and Lando Norris regularly upload videos to their channels, giving fans an up-close and personal view into their lives.

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