In 2017, the Verizon IndyCar Series expanded its use of new media to garner larger and often younger audiences. In this way, the sport is embracing the same demographic as its new “twenty-something” champion and establishing platforms for future growth.
INDYCAR executed that strategic plan in several ways, led by event-based live streaming (excludes any broadcast content), which rose more than 300 percent from a year ago. More than 8.4 million views of INDYCAR’s event-based live content has been consumed, quadrupling the 2016 numbers, further proving the increasing demand for online motorsports content. In addition, INDYCAR produced live shows away from race weekends, including Fernando Alonso’s first Indy car test at Indianapolis Motor Speedway, which garnered more than 2 million viewers in a single day.
Social following continued to trend strong, with total following now in excess of 1 million. Adding video content also drove higher fan engagement.
To date, total visits to IndyCar.com have increased 25 percent and unique visitors are up 27 percent versus the same point last year. Engagement with Twitter content increased 372 percent year over year, Facebook followers have increased by 250,000 since this time last year, and the hashtag #INDYCAR has delivered nearly double the impressions versus 2016.
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