Carlos Sainz says Netflix access was ‘game-changing’ for his career and F1

Sainz reflects on Netflix gamble

Carlos Sainz says his decision to allow Netflix unusually close access to his private life during the early days of Formula 1’s Drive to Survive proved ‘game-changing’ for both his own profile and the sport’s expansion.

‘I analysed it with my management team and I said, ‘Look, this could be game-changing, so let’s give Netflix access at least the first year until we see how this pans out,’’ Sainz said.

A rapid shift in profile

Once the first season aired, Sainz said the effect was immediate. ‘I think I grew 500,000 followers in two weeks,’ he said. ‘I was like, OK, all this time and effort that I’ve spent giving maybe too much of an insight for my liking to cameras, it’s paying off and it’s worth it.’

For Sainz, the series’ rise came alongside Formula 1’s wider transformation under Liberty Media, with momentum accelerating during the COVID period as new audiences discovered the show. He pointed to Austin as a clear marker of the shift, contrasting earlier visits with the crowds he later encountered after the Netflix boom.

That evolution also changed how drivers viewed themselves. Sainz said they came to understand that they were no longer only competitors, but also public figures with brands to manage. ‘Now I’m not only a Formula 1 driver, I also need to be careful of my brand, of the people that I partner with,’ he said.

The comments arrive with Sainz now at Williams, where his current sporting challenge has also been under scrutiny, including his warning that Williams remains ‘very far’ from its 2026 targets.

Madrid accessibility put to the test

Sainz also used the panel to promote the upcoming Spanish Grand Prix in Madrid and the new Madring circuit, highlighting what organisers hope will become a key strength: access from the city centre.

The Madrid-born driver said he personally tested the route by metro. ‘I did the test for all the fans,’ he said, comparing it with Formula 1’s reliance on simulations. ‘In F1 we love simulations. I did a simulation and it took me eight minutes door-to-door.’

For Sainz, the point was simple: a grand prix reachable by public transport in minutes could become one of Madrid’s defining advantages.