Ellis, J. Major2024-09-062024-09-062024-01-12Wysong, ScottDilla, BenjaminNabors, Erniehttps://hdl.handle.net/20.500.14026/2409Formula 1 racing, a global sensation, has historically grappled with securing a substantial viewership in the United States, where domestic racing genres like NASCAR have reigned supreme. Recent trends, however, reveal a burgeoning American F1 fanbase, most notably after the Netflix documentary series Drive to Survive. This research delves into this intriguing transition, highlighting the relationship between the documentary's premiere and a notable spike in U.S. F1 viewership. Using the Psychological Continuum Model, this study explores the relationship between viewer connectedness to a TV show and fan engagement with the sport. After surveying 101 Drive to Survive Netflix viewers, we found that connectedness components such as escape and imitation influenced fans' psychological and behavioral engagement. In addition, components of consumer involvement, including hedonic value, centrality, and symbolic value, either fully mediated or partially mediated the relationship. Our results offer invaluable insights for marketers and media strategists eyeing the American sports market. In addition, this research adds to the academic literature by further exploring the dynamics of fan attitudes and behaviors through a consumer behavior lens.viewershipconnectednessinvolvementfandomengagementloyaltyPsychological Continuum Modelallegianceattachement