Driven, a first-of-its-kind streaming service, announced its beta launch on Monday with a simple premise.
Driven: A new streaming service aiming to bring fans inside motorsport
Jenson Button is one of several motorsport figures launching the new streaming service Driven
Mark Schofield is a former college quarterback and attorney covering the NFL and F1.
Bringing communities inside the world of motorsport.
The new streaming platform, aimed at motorsport fans around the globe, began its journey today with 10,000 users as part of the beta launch. In conjunction with the beta launch Michael George, the founder and CEO of Driven, confirmed that three icons from the motorsport world have signed on as consultants and creators: Ben Collins (best known as The Stig from the long-running series Top Gear), Ant Anstead (from the British series Wheelers Dealers) and Jenson Button (the 2009 Formula 1 Drivers’ Champion).
Each of the three motorsport figures will “produce and lead original series” for Driven, according to the announcement.
George hailed the three in the announcement on Monday.
“Ben, Ant and Jenson are beloved in the car community and beyond,” said George. “Their support and contributions will encourage automotive fans to engage with one another, as well as galvanize aspiring creators to follow their passions. We want the dedicated audience that makes the automotive industry what it is to feel seen, and our streaming-meets-community model, led by recognizable and respected faces like Ben, Ant and Jenson’s, will allow for that.”
In addition, the new streaming platform will lean into the idea of “community,” offering fans the chance to create content for Driven, bringing motorsport enthusiasts into the platform itself.
“Unlike a traditional streaming service, Driven is built around a simple belief: the future of media belongs to the communities, not the algorithms,“ added George. ”For decades, automotive media has largely been built around distributing content for the broadest audience possible which can hurt authenticity. We believe the next generation of media will be built around owning the relationship with the audience - and inviting that audience to help shape the destination.”
As set forth in the announcement, Driven “plans to address a significant gap in automotive media by placing creators and fans at the center of the experience. The platform will bring together premium original programming, creator-led storytelling, social community, commerce, education and live experiences in a single destination where enthusiasts can watch, participate and connect directly with the creators, brands and culture they love.”
According to Driven, “[p]rogramming will include premium original series, documentaries, creator content, motorsport coverage, educational programming, master classes and exclusive behind-the-scenes access. An integrated social community will live alongside the library of content, where fans can interact with creators, join conversations, discover products, attend events and participate directly in the automotive culture they love.”
The announcement comes at a fascinating time in the motorsport media space, with individual content creators gaining a bigger foothold in paddocks ranging from Formula 1 to the World Endurance Championship, IndyCar, and all points in between. Driven will give those creators a dedicated platform to share their work and connect with fans as well as other creators.
Those interested in Driven can visit www.getdriven.co for the opportunity to join the Beta launch, where they can download and explore the service via IOS, Android, desktop, and all connected smart televisions. A broader launch is expected later this year.
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