According to Bloomberg, Formula 1 commercial rights holders FOM are to expand its online presence by introducing a new website experience and another new app alongside its live timing one, that offers subscription-only video options which improve on the current three-minute race highlights edit that FOM put out after each race this June.

The changes come after it was found that the official Formula 1 website is only 39th most popular among rival sports, with it being outpaced by the likes of Egyptian football [of all things!] and WWE wrestling. Bernie Ecclestone said to Bloomberg that “We’re planning a new app; it’s a decent-size project” and that “It’s something that we are working to get right.”

“We’re planning a new app; it’s a decent-size project […] It’s something that we are working to get right.”

Ecclestone has resisted to embrace the online format of media due to the huge revenue potential that comes from exclusive TV rights. However Ferrari boss Stefano Domenicali says in order for F1 to be successful with the “young generation,” particularly now that free-to-air viewing is limited in most territories, FOM needs to look at its online content production and how it is able to take moments from one and half-hour’s action, and make it into appealing highlights. The hope is that this will then make people watch the full race.

There is certainly a lot of potential to be had in this area. We only need to look at the recent F1 Live Timing app released by FOM recently and its £7 in-app purchase that allows you access to not just live timing content, but also video content produced throughout the weekend that is hosted by Bob Constanduros and Gary Anderson. If FOM can produced an exclusive video package that adds to the F1 broadcasting experience and its a monthly or yearly subscription, then it could well be another revenue source unlocked by Bernie that could end up being similar to WWE’s and NBA’s subscription networks.

Of course the cost of all of this has to be taken into consideration. British F1 fans have to pay £30+ a month to receive Sky Sports F1 as part of the Sky Sports package, and for both Virgin and BT TV subscribers, thats not even in HD. If a deal could be cut where those who pay for the extra content monthly on the app get the Sky Sports F1 channel for a standalone price, then it could avoid overcharging fans and be an appealing option.