Industry News

The Formula 1 effect: Max Verstappen becomes the most in-demand athlete

14 December, 2021

After overtaking seven-time champion Lewis Hamilton on the final lap of the Abu Dhabi Grand Prix to win his first Formula One World Championship, Max Verstappen has become the most in-demand athlete in the world, Parrot Analytics revealed. On Sunday, December 12, Verstappen was 49.2x more in-demand than the average talent in the world. Moreover, he was the seventh most in-demand talent across all professions on that day, and was the top athlete worldwide by global audience demand.

Just as he did on the track, Verstappen beat out Lewis Hamilton in global popularity on December 12. Hamilton still had 42.1x more global demand than the average talent - putting him in the top 0.04% of all talent worldwide. At the same time, Hamilton was the second most popular athlete and ninth most in-demand talent across all professions on the day of the final Grand Prix of the year.

Visit Senal News to read this article.

Other insights you may enjoy


Get a glimpse into the future of global audience demand measurement with TV and talent audience demand data and consolidated insights on global entertainment industry trends.

Exclusive global, regional and market-specific content and talent analyses
Rank 10,000+ talent in 50+ markets across all platforms
Rank 18,000+ TV shows in 50+ markets across all platforms

The Global Television Demand Report 2021

  • Truly understand the global SVOD originals landscape
  • Comprehensive platform market share benchmarks
  • Released each quarter covering 10 global markets
  • Get exclusive access to our comprehensive reports
  • Available for FREE with a DEMAND360LITE subscription