If you were looking for a face to represent Generation Z in Formula One, Lando Norris' might just be it. As one of F1's most popular drivers, and possibly it's most active online, he fits the bill perfectly.
What sets Norris apart from many of his peers is his social media presence. He has 4.4 million followers on Instagram, 1.5 million on Twitter and 1.1 million on Twitch. His Instagram and Twitter numbers are middling compared to some F1 drivers but it's the Twitch following that makes him stand out.
In the early months of the pandemic, Norris set streaming records as the world turned to online gaming in lieu of live sports.