In Italy, sports remain a central focus for fans, with football leading the way, followed by motorsport disciplines such as MotoGP and Formula 1, attracting a wide and diverse audience. Today, however, following a match or a Grand Prix is no longer a passive experience. Viewers increasingly split their attention between the main screen and secondary activities on their smartphones. This new ritual reflects evolving digital habits and positions the second screen as a central element of the modern sports experience.
The rise of the second screen
The second screen has become a natural extension of how fans consume sports. Audiences now follow events with one eye on the TV and one on their mobile device, creating a continuous flow of information. On smartphones, they access live data, near-instant replays, real-time standings, journalist commentary, tactical analyses, and social media content, all of which enrich the perception of the event.
Fans no longer just watch—they interact, scroll, and explore. The concept of the second screen goes beyond strictly sports-related content. During matches or races, many users browse social media, review personal photos, check notifications, or shop online. Breaks are often used for small digital entertainment moments, including games and services easily accessible via the web.
Formula 1 in the multitasking era
Among sports most suited to the second-screen experience is undoubtedly Formula 1. One of the most popular championships in Italy, F1 benefits from a historic and identity-driven connection with Ferrari, which has cultivated a unique sense of belonging for decades.
In recent years, the technical and competitive level of Formula 1 has increased further, with a new generation of drivers capturing the attention of younger audiences. Stars such as Lando Norris, Max Verstappen, Oscar Piastri, and George Russell represent some of the brightest talents on the current grid.
Formula 1 lends itself perfectly to second-screen use. While the Grand Prix runs live, viewers track telemetry data, lap-by-lap pace, sector times, tire evolution, and team strategies. Social conversations further enhance the experience, with clips, analyses, and commentary circulating in real-time. Watching F1 has thus become a mosaic of parallel content, often richer and more complete than the live broadcast itself.
Football and Serie A
While motorsport is a pillar of digital sports content, football, and specifically Serie A, remains the center of national attention. Every week, millions of Italians tune in to matches, drawn by headline fixtures, the battle for the scudetto, and European qualification races, with rivalries and market dynamics fueling discussion well beyond the final whistle.
Here too, second-screen engagement has become standard. During matches, fans consult statistics, results from other games, and live video content. Sports betting and fantasy football, which require constant updates, further drive the use of a second device, transforming viewing into an increasingly multitasking experience.
Other sports
Beyond football and motorsport, other sports have also carved out significant digital engagement in Italy. Tennis, for example, is thriving thanks to Jannik Sinner’s results, his rivalry with Carlos Alcaraz, and Italy’s recent Davis Cup victory, drawing audiences to TV and smartphones for real-time highlights and statistics. Italian volleyball is also experiencing a golden era, with both the men’s and women’s national teams winning world titles, boosting interest and visibility. In these sports, second-screen use is widespread, including tracking standings, replays, tactical diagrams, and social commentary that complements the on-court performances.
Entertainment and engagement around Formula 1
Today, Formula 1 has built an entertainment ecosystem that extends far beyond the racetrack. Race weekends turn paddocks into platforms for immersive experiences, with broadcasters offering continuous programming that includes in-depth analysis, behind-the-scenes features, simplified technical breakdowns, and content targeting less traditional audiences. On-site, fan zones now include professional simulators, official video games, tournaments, and gaming areas that allow fans to virtually drive F1 cars.
Paddocks host hospitality events, brand activations, and meet-and-greets with former drivers and digital creators. Augmented reality, dedicated apps, and real-time social content accompany fans before, during, and after the Grand Prix. Formula 1 has thus evolved into a global entertainment platform, blending sport, technology, and pop culture to create a rich and engaging experience even for those away from the green lights on track.
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