Follow Formula 1 through the eyes of its online community of female fans

Posted on 3rd July 2025

Formula 1’s female fanbase has grown rapidly in the past few years – and women now account for more than 40% of the sport's global audience.

TikTok has played a significant role in this transformation, with a growing community of self-styled "F1 girlies" sharing their passion in posts and conversations that are inspiring others to join them.

Nielsen Sport say the 18-24 age demographic is the fastest-growing age sector of F1’s global audience of 750 million, and young female fans are using TikTok to post smart, funny, insightful content that reflects a genuine passion for the drama, the drivers and the deeper mechanics of the sport.

It’s a demonstration of the way online communities now shape a lot of the cultural trends that used to be driven by mainstream media.

Tuning in to the world of female F1 fans

Shooglebox AI lets you tune in to what communities like the “F1 girlies” are doing, seeing and saying at any one time on TikTok and other online platforms. It gives you a visual window into their world and helps you understand their culture, their behaviours, their beliefs.

It combines the power of conversational models like ChatGPT, Gemini and Grok with a set of its own AI tools to gather and analyse live posts and conversations from TikTok, YouTube, Reddit and other social platforms. They include:

• Auto-transcripts of TikTok and YouTube videos so you can scan what creators are saying without watching every clip

• Image and text extraction tools that surface the context of what's being shared visually

• Comment mining and thread summarisation to understand conversations in the community and reaction to posts

• Customisable live feeds that let you track groups of creators or topics over time and spot emerging trends

The big conversational AI models aren't able to access most content on social media and often have to make guesses and assumptions based on things they can find in news articles or publicly available posts.

Shooglebox AI pulls in the rich detail in the TikTok and social posts and the conversations among communities like the F1 female fans. It uses APIs to the likes of ChatGPT to help analyse it all and turn it into curated at-a-glance outputs for others to see and explore.

F1 fans and the British Grand Prix

Ahead of the British Grand Prix, we identified a representative group of 20 female TikTok creators posting regularly about Formula 1.

They're creating entertaining and informative content that others want to see and talk about – posting about their experience as fans, sharing news and insight, how they're engaging with their favourite drivers and teams, and talking about big events like the British Grand Prix.

Some of them have built large followings in the last year or two; others are keen well-informed fans who dream of being the next generation of F1 commentators. All of them are creating posts that are often more inspiring, insightful and surprising than watching or listening to mainstream media’s professional commentators. You can see why TikTok is F1 girlies’ go-to source of entertainment and information.

Shooglebox’s customisable live feeds make it easy to keep track of what they’re posting and the conversations they’re sparking.

You can zoom in on a topic, a theme or a moment in time and use the AI tools to explore what the creators are doing and saying – and how the wider community is reacting.

In the run-up to the 2025 British Grand Prix, for example, Cristina Lee Mace posted TikToks like the one below, picking out some of the key things to watch out for at Silverstone.

You can see in the comments how well it goes down with F1 newbies:

• "Damnnnnn where you been all my F1 life! Relative newbie and I just love your summary. Have an awesome race weekend C! 🥳🏆"

• "I always look forward to your bullet points"

• "As a new F1 fan I learn so much from these videos, thank you so much queen🙏🏻🫶🏻"

After exploring and analysing the community’s reaction to a particular topic, it’s easy to create visually inspiring curated boxes to share with others and let them see for themselves at-a-glance.

Assessing female fans’ reaction to the F1 movie

Shooglebox AI also helped us analyse and get a clear picture of how the same community reacted to the release of the new F1 movie. Their TikToks and comments picked apart unrealistic plot points, pointed out missing technical details, and debated how well the film captured the atmosphere of real race weekends.

It would take too long to watch every F1 fan’s long and detailed, though individually interesting, straight-to-camera TikTok review of the film after they saw it on the day of release. And be almost impossible to form a coherent sense of the reaction across the community.

Shooglebox AI can automatically transcribe the spoken words from each TikTok into editable text and read comments on each of the TikToks – allowing ChatGPT or another AI chat model to look across it all and highlight common themes, general sentiment and standout soundbites.

The self-styled F1 girlies’ reaction to the movie showed just how passionate they are about every aspect of the sport and how they home in on technical details the movie gets wrong – though most said they enjoyed it, despite the flaws.

Reading summaries of their reviews reveals them to be a lot savvier than some male news media writers – like one in The Daily Telegraph who described the movie as “Barbie for dads”. Clearly someone who’s not tuned in to the real audience for Formula 1.

Tune in and see for yourself

Shooglebox AI gives you a fast, immersive way to see the world through the eyes of any online community — not just through summaries, but in their actual posts, conversations and shared references.

It’s a practical way to surface emerging trends, understand what matters to different groups, and go beyond assumptions or second-hand reporting — with the context and nuance that only comes from seeing for yourself.