Extreme E is building up a strong international audience according to the latest viewing figures from YouGov Sport, which suggests the electric motorsports series is going from strength to strength.
YouGov Sport data released today shows that the third season of the series, which concluded last year, amassed a global audience of 144 million viewers. This marks a 6% increase on viewing figures of 135 million in 2022.
The series is also noticing strong uptick with female viewers, with the gender divide in its audience beginning to narrow. The 203 report showed that the number of female viewers had risen from 29% in 2022 to 34% last year.
Dr Sarah Melville, Media Director, YouGov Sport, said: “Since we started working with Extreme E in 2021 – across audience trends to social media tracking, and sponsorship valuations – we have seen notable year-on-year growth.
“One of our key insights from season four was the level of viewer engagement Extreme E generated and season four is set to do the same.”
To build on the success of 2023, Extreme E has sought to further expand and cement its media strategy in 2024. Earlier this month, the series partnered with Warner Bros. Discovery (WBD) to secure wider European exposure via Eurosport.
Last year’s successes were not just in the field of traditional media, however, as social media has become increasingly important. Extreme E found itself the subject of 36,334 social media posts last year, amounting to 2.1 billion potential impressions and 109.8 million engagements.
The series has cited data from Little Dot Studios suggesting that the Extreme E social media following rose 71% to 1.2 million between 2022 and 2023. The number of social media videos also rose by 35% to 3,551.
Ali Russell, Managing Director of Extreme E, added: “We are proud to announce that Extreme E’s audience has grown substantially once again following the conclusion of season three. We have already got our fourth season underway for 2024 with a spectacular opening Desert X Prix in Saudi Arabia, and we are encouraged that the pace at which our championship is growing mirrors that of our worldwide audience.
“The popularity of Extreme E continues to grow year-on-year, and with the launch of Extreme H on the horizon I am delighted by the wider exposure our pioneering racing series has received. This is best demonstrated among our dedicated fanbase and our increasing audience engagement figures.
“Despite only launching in 2021, the championship is recognised as a respected motorsport series and this latest report evidences that, particularly in terms of audience growth on TV and via social media. We are looking forward to increasing our audience further as our championship moves towards a new era with another world first, our transition to hydrogen power – Extreme H – and an exciting future in the years ahead.”
