More than Machine success increases WRC profile
19th June 2026The World Rally Championship has enjoyed greater success through Safety Culture’s More than Machine documentary, which the sport boasted its ‘millions of views.’
Feature image credit: Jaanus Ree // Red Bull Content Pool
The WRC recently got the F1 treatment with its own documentary, More than Machine, which does a similar job to F1’s Drive to Survive, as it showcases the brutal nature of the WRC and the teams and drivers behind it who make the sport possible every season.
Its second season, of which all seven episodes are available to be watched on YouTube, has enjoyed success as it has reportedly reached viewers on every continent. The second season has drawn in more than 3.6 million views on YouTube and 1.1 million viewing hours worldwide across all digital and TV platforms.
“More than Machine set out to tell the story of the WRC from a different angle, and these results show it is doing exactly that,” said WRC Promoter’s Senior Director of Media Rights and OTT Platforms, Philipp Maenner. “We are reaching new, younger and more diverse audiences, and they are staying with the stories. The momentum in markets like the United States gives us a clear platform to build on.”
However, views aren’t the only successful milestones, the WRC has confirmed.
It states the United States of America was its ‘breakout’ market as it drew in more than 654,000 views, with an average viewing duration of over 11 minutes. But traditional broadcast audiences were found to be in the UK, Finland and Poland.
In a sport where it traditionally has a male-centric audience for rallying, the WRC found that 39% of the second season viewership were women, with the audience share standing at 44% female in the US.
Additionally, the sport is also reaching a younger demographic with 41% of the programmes overall viewers being under 35 years old, with the largest group standing in the 25-34 bracket.
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Hi, I’m Kamron. I created ApexMotorsports.co.uk in the dying embers of the 2021 Formula 1 world championship. It allowed me freedom to write whatever I wanted to write about which was all things motorsports, my passion.
I have put a lot of effort in over the years to keep this website in its best shape and I’ve loved seeing the brand grow consistently, month-on-month, year-on-year. My ambition is to keep watching this brand grow into a primary outlet of news for all things motorsports whilst fueling my desire to pursue a career in sports journalism, specialising in motorsports.
Kamron Kent
Hi, I'm Kamron. I created ApexMotorsports.co.uk in the dying embers of the 2021 Formula 1 world championship. It allowed me freedom to write whatever I wanted to write about which was all things motorsports, my passion. I have put a lot of effort in over the years to keep this website in its best shape and I've loved seeing the brand grow consistently, month-on-month, year-on-year. My ambition is to keep watching this brand grow into a primary outlet of news for all things motorsports whilst fueling my desire to pursue a career in sports journalism, specialising in motorsports.
