The opening of the 2026 Formula 1 season at the Australian GP sparked a strong increase in Brazilian public interest in the championship. Data released by Taboola indicates that searches and content consumption related to the category grew significantly, driven mainly by the presence of Gabriel Bortoleto on the grid.
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The survey shows that interest in the Brazilian driver increased by 747% on the internet during the start of the championship. The growth reflects the public’s expectation of Brazil’s return to prominence in the category, now with Bortoleto competing for the Audi team.
According to Taboola’s analysis, which monitors audience behavior on the so-called open web, the opening stage of the championship generated around 14 million views of content related to Formula 1 in Brazil. This increase was driven by two main factors: the Brazilian’s debut in the category and the return of broadcasts to TV Globo.
The impact of the inaugural race was also noticed in the general interest in the event. The Australian GP recorded a 63.570% increase in the volume of searches and content consumption related to the race.
According to the analyzed data, Brazilian fans showed great curiosity not only about the race itself but also about the context of the new season. Among the elements that helped boost engagement is the new season of the documentary series “Drive to Survive” on Netflix.
The production, which shows behind-the-scenes of the championship, contributes to keeping public interest active beyond race weekends. This phenomenon creates a content consumption cycle that mixes sport and entertainment, expanding the reach of Formula 1.
The report also shows that Bortoleto began to share the Brazilian public’s attention with some of the main names in the category. Seven-time champion Lewis Hamilton, for example, recorded a 3.052% increase in interest on the eve of the race.
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Even with the significant growth in searches related to the Briton, the Brazilian rookie quickly gained space in conversations and digital content consumption. This movement indicates a reconnection of the national public with Formula 1.
For José Luiz de Genova, Managing Director LATAM at Taboola, the numbers reinforce that the category has once again occupied a relevant position in the entertainment scene in Brazil.
“Taboola’s data shows that Formula 1 in 2026 is a mass entertainment product in Brazil,” said the executive. According to him, the combination of the presence of a Brazilian driver and media reach creates an engagement environment comparable to that of major sporting events.
Genova also highlighted that public interest is not limited only to the driver, but also to the team he represents. According to the executive, the rapid connection between Bortoleto and Audi demonstrates that fans are following not only the Brazilian’s performance but also the team’s project within the category.
This scenario reinforces the importance of the return of a Brazilian representative to the Formula 1 grid. With the season just beginning, the expectation is that public interest will continue to grow throughout the championship.
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