F1 announces four-part series with popular YouTube star targeting younger fans

Formula 1 has announced a four-part YouTube original series called Passenger Princess, hosted by Amelia Dimoldenberg, and in partnership with her production company, Dimz Inc.

Dimoldenberg rose to fame with her YouTube interview series Chicken Shop Date, which McLaren F1 driver Lando Norris appeared on in March 2024. The idea for the show began as a column written by the 31-year-old during her time writing for the youth magazine, The Cut. With the idea of framing interviews as awkward first dates, Dimoldenberg carved a niche for herself, which has seen her grow to 3.23 million subscribers.

She has also reported on several red carpets, including the BRIT Awards, Golden Globe Awards, the MOBO Awards and the premiere of Barbie.

Passenger Princess is set to see Dimoldenberg learn to drive "with the help of the ultimate instructors". The four-part series will feature Mercedes' George Russell, McLaren's Oscar Piastri, Haas' Oliver Bearman and Williams's Carlos Sainz.

“My dream has always been to tell stories and work with great collaborators, so I’m proud to be working with such an iconic and recognised brand as F1 on this latest original series,” Dimoldenberg explained. “Although I don’t know how to drive. I’m excited to put my well-established passenger - and interviewing - skills to good use.”

Emily Prazer, chief commercial officer of F1, added: “This collaboration with Dimz Inc. marks the latest partnership from Formula 1 to engage with its rapidly growing demographic of young fans. Passenger Princess will combine Amelia’s wit and charm with the drama and excitement of Formula 1 at one of the sport’s most iconic circuits. We can’t wait for fans to see it.”

Ian Holmes, chief media rights and broadcasting officer of F1, also stated: “Amelia has one of the most distinctive and entertaining voices in culture today and we love the quality, originality, and global content she produces, so we’re thrilled to be putting her in the driving seat on a Formula 1 track and offering some help from a few good drivers we know! This original series is another way for F1 to entice a new audience into the exciting world of racing.”

This follows the success of Netflix's Drive to Survive and F1: The Movie, which contributed to a boost in the popularity of the championship in the United States and among a younger audience.

Filmed during the 2025 Belgian Grand Prix weekend, the show will be released on Dimoldenberg's YouTube channel.