The Mexican Grand Prix is to be broadcast on entertainment platform Twitch as Formula 1 continues its bid to reach new audiences.
Twitch, a subsidiary of Amazon, is a live streaming platform that has predominantly been utilised by the gaming industry.
Every session of this weekend’s Formula 1 round from the Autodromo Hermanos Rodriguez will be broadcast live on Twitch and its accompanying app.
The service will be limited to only six territories – Germany, Luxembourg, Switzerland, Denmark, Norway and Sweden – as Formula 1 delves into the new market.
Formula 1 has also introduced an interactive element into the environment as users will be able to predict the performance of drivers during 10-minute segments of the race.
These predictions will be ranked and displayed according to their accuracy.
Frank Arthofer, Formula 1’s Director of Digital, said: “We are really excited to be partnering with Twitch to live stream content from the Mexican Grand Prix.
“Audiences in Germany, Luxembourg, Switzerland, Denmark, Norway and Sweden will be able to visit Twitch’s website and app and tune in to all the action from practice, qualifying and the race itself.
“Twitch has incredible reach, a unique creative spin on sports media coverage and an engaged digital audience; they are a perfect partner for us to be working with on this project.”