Total is 30% growth on electric car racing’s first season

Extreme E interview

Extreme E has revealed it drew 135 million viewers in its second season, a 30% growth on the first campaign.

The electric car racing series is shown by more than 90 broadcasters in over 200 territories, including BT Sport, ITV, the BBC, and Sky Sports in the UK. It is also shown by DAZN as part of a global deal with the streaming platform. 

The 135 million viewers included 90.5 million viewers on linear TV and 44.5 million watching on digital platforms. Overall the season saw a global total of 12,378 hours of programming, delivered as 40% live, 33% delayed or repeated and the remaining 27% from the highlights shows produced following each race. The split between male and female viewers was 71% to 29% respectively, compared to the motorsport average of 90% male to 10% female.

Aurora produces Extreme E’s races and content.

In addition to race programming there was news coverage generating over 900 million viewers globally and more than 30,000 press articles across the campaign.

Ali Russell, chief marketing officer at Extreme E, said: “It’s fantastic to see that Extreme E’s audience has continued to grow substantially as we head towards our third season.

Extreme E racing

“Our core fan base has grown at rapid rates across multiple channels and platforms in 2022 so it’s a very assuring sign that our mix of purpose driven mission, stunning locations, and thrilling racing action, are working well in attracting audiences.

“To establish ourselves so strongly after only two years of racing is extremely pleasing and we are looking forward to growing further still in the seasons ahead.”

Charlie Dundas, managing director at YouGov Sport, added: “This is a superb health check for Extreme E. To see its audience grow by a third in its second season strongly endorses that the championship is gaining interest and credibility and now cementing itself in the market.

“It is hugely positive to see a new motorsport outperforming the market with the younger generation and a greater gender balance and is an exciting indicator of the future for this championship.”