Network 10’s coverage of the Formula 1® Louis Vuitton Australian Grand Prix 2025 delivered a surge in viewership, reaching 3.6 million Australians across the weekend. This marked a 15% increase year-on-year, with streaming numbers on 10 Play up 97% compared to 2024, reflecting the growing shift towards digital viewing.
Race day dominates the broadcast landscape
As fans packed Melbourne’s Albert Park, 1.72 million national viewers tuned in to watch McLaren’s Lando Norris claim victory in a dramatic race featuring unpredictable weather and multiple crashes. The Grand Prix was the #1 sport of the day, with a 31% audience increase from 2024 and the highest commercial share for the event since 2008 at 60.4% in total people.
Key advertising demographics saw strong performance, with a 64.2% commercial share among 25- to 54-year-olds and 62.1% among 16- to 39-year-olds. In Melbourne, the event dominated the market, commanding a 71.7% commercial share in total people, and over 71% in key demos.
Executive producer sports, Network 10, Frank Smith, said: “We have a long and proud 23-year history of broadcasting the Formula 1® Australian Grand Prix on Network 10, but this year was a highlight as the world watched on for the opening race of the season.
“Our exceptional commentary team has strong relationships with the biggest names in racing both nationally and globally, and we brought that expertise to Australians with deep analysis, exclusive insights, entertaining stories, and of course, all the thrilling trackside action of fastest race in the country.
“More Australians watched the 2025 Formula 1® Louis Vuitton Australian Grand Prix on Network 10 than anywhere else, and we could not be prouder of what was an incredible weekend with more than 23 hours of coverage broadcasting one of country’s premier sporting events, and we can’t wait for next year.”
Albert Park delivers record attendance
On the ground, the 2025 Australian Grand Prix attracted a record-breaking 465,498 spectators across four days, surpassing the 2024 event by 10,000 attendees. The expanded schedule featured a mix of motorsport, entertainment, and immersive experiences, further cementing the Grand Prix as a key fixture in Australia’s sporting calendar.
General manager, ad sales, Paramount Australia, Nick Bower, said: “It was a monumental weekend, and I must thank our incredible partners and sponsors as well as the Formula 1® Management and the Australian Grand Prix Corporation, for fantastic collaboration as we brought Aussie Formula 1® fans world class motorsport entertainment.
“At 10 Sport we live and breathe F1, and we saw strong commercial interest this year from diverse advertisers and categories, sharing that passion for the sport and wanting to connect to the massive audiences through Network 10’s unparalleled coverage of the F1 season opener.
“Thank you to all our new and returning sponsors and partners, including Harvey Norman, 7-Eleven, Shannons, Subway, and American Express, to name just a few of more than 20 major advertisers for the Formula 1® Louis Vuitton Australian Grand Prix 2025.”
Paramount+ activation draws crowds
As a major event sponsor, Paramount+ captivated audiences with its ‘Mountain of Entertainment’ activation, a towering 14-metre-high winter-themed experience on Motorsport Straight. The immersive 4D gondola ride, hosted by the Paramount+ Goat, provided a standout interactive moment for families and fans.
Renowned expert Formula 1® reporter Rosanna Tennant added: “With so many fascinating storylines up and down the F1 grid, the excitement around the Australian Grand Prix this year was palpable.
“Whilst the torrential rain on Race Day played havoc with the action on track, it gave us plenty to talk about!
“It was a privilege to be part of Network 10’s coverage again – the knowledge and passion the whole team has for bringing the stories from the F1 Paddock to fans watching around the country is unrivalled.”