Since Friday’s Drive to Survive release, Catawiki saw a 40% increase in searches for “Formula 1”
Following the series debut in 2019, sales of motorsport memorabilia on Catawiki have surged 500%
Other shows having a “Netflix Effect” on the online marketplace include Tour de France, Bridgerton and Stranger Things
Amsterdam, 27 February 2024 The new Drive to Survive series landed on Netflix on Friday and today, Catawiki, the leading online marketplace for special objects, reveals insights into the “Netflix Effect” of popular, binge-worthy shows on online marketplaces.
A booming motorsport memorabilia market has emerged since Drive to Survive launched Formula 1 into the mainstream in March 2019 and Catawiki has unearthed data to back up the “Netflix Effect” of Drive to Survive on its marketplace. The sixth series landed on Netflix on Friday and over the weekend, Catawiki saw a 40% spike in searches for “Formula 1”. In fact, since the series debut in 2019, sales of motorsport memorabilia on Catawiki have surged 500% and in the days following series three and four, the marketplace also saw a significant spike in people searching “Formula 1”, with 20 March 2021 and 12 March 2022 recording the most searches in a single day for their respective years.
The most expensive Formula 1 item sold on Catawiki was Daniel Ricciardo’s Scuderia Toro Rosso which sold for €315,000 in 2023 following Catawiki’s partnership with Scuderia AlphaTauri. Other interesting lots have included Ayrton Senna’s early race helmet (€46,000) and Michael Schumacher’s Ferrari helmet (€24,000).
The “Netflix Effect” is not unique to Drive to Survive. Catawiki insights reveal that the release of other popular shows such as The Crown, Tour de France: Unchained and Bridgerton are amongst the titles influencing multiple categories on the global marketplace, including art, fashion and interiors.
Bridgerton
Catawiki is a leading player in the design and interior world, selling hundreds of thousands design and interior pieces every year. And following the excitement around the second season of Regency drama Bridgerton on Netflix in March 2022, Catawiki saw a surge of interest in Regency-style interior pieces; the week following the release saw a 60% increase in searches for “Regency” objects. Since the series debut in late 2020, the most popular objects to sell on Catawiki include library stairs, a gilded ceiling lamp and gilded coffee table.
Queen’s Gambit
The world is witnessing a chess craze particularly amongst younger generations thanks to Queen’s Gambit, a drama which follows a young chess prodigy. Following the success of the 2020 show, Manhattan teenagers have been joining the stalwarts of the Washington Square chess tables in New York City and 19 year old chess phenomenon Magnus Carlsen has found a new career as a model thanks to his success. Similarly on Catawiki, “chess” searches rose dramatically following the October release of Queen’s Gambit, almost doubling in November.
Stranger Things
Objects specific to a particular series, for example, Stranger Things, have also boomed. In the months following the release of the latest series in late May 2022, searches for “Stranger Things” increased by 140% and 240% in June and July respectively. Amongst the most popular Stranger Things objects to sell on Catawiki was a LEGO set, a Dillon Boy and Agustin Iglesias painting demonstrating that the “Netflix Effect” also has influence on the art market.
Knives Out
The Omega Seamasters, a lesser-known Omega classic, not only appeared on Daniel Craig’s wrist in Netflix’s Knives Out, the watch also enjoyed a 20% increase in sales on Catawiki from 2022 to 2023. Catawiki Watches Expert Berry Harleman suggests that it’s a model worth exploring, describing the model as elegant but perhaps still undervalued but “a proper vintage watch from a proper brand for less than €1,000.” In fact, watches is the number one category for Catawiki, seeing 35% growth in the past year.
Tour de France
The debut series of Tour de France: Unchained launched on 8 June 2023. The week following this release, Catawiki saw a 50% increase in searches for “bikes”. In addition, Catawiki’s partnership with cycling Team Jumbo-Visma saw Jonas Vingegaard’s Cervélo R5 sell for €20,000 in late 2022, and Pinot’s Lapierre Symbiosis bike from the 2023 tour as part of the Groupama-FDJ’s auction. This bike became the most favourited Tour de France object to be sold on Catawiki, with the final bid coming in at €12,600.
Outside of the popularity of Netflix shows, Catawiki has witnessed the same craze generally for both movie and television in recent years. Ahead of the long-anticipated Barbie movie, sales of Barbie dolls on the marketplace almost doubled the two years previous, and their average value increased by more than 20%. Similarly, a letter signed by Napoleon on the eve of his abdication was bought by a French user in the wake of the 2023 biopic.
To celebrate the new Drive to Survive series, an exclusive Formula 1 auction of over 50 objects, from Lewis Hamilton’s 2022 undersuit to a collection of Michael Schumacher’s 1999 signed visors, is live now on Catawiki.
ENDS
About Catawiki
Catawiki is the leading online marketplace for special objects that fulfil people’s passions. Over 75,000 objects are offered in auction every week - each reviewed and selected by one of Catawiki’s hundreds of in-house experts specialised in Art, Design, Jewellery, Fashion, Classic Cars, Collectables and much more. Catawiki is headquartered in Amsterdam with over 750 employees across the world. Fulfil your passion on catawiki.com or download the app.
