- Driven will be a streaming platform focused on the automotive world, with a planned launch in 2026 and a strong community focus.
- The project is being driven by Michael George, Tanner Foust and Emelia Hartford, along with a team with experience on major platforms such as Discovery+.
- It will offer hundreds of hours of automotive content: original series, masterclasses and creator videos, with an initial AVOD model and a possible paid subscription.
- An international reach accessible from Europe and Spain is expected, with a closed beta for 10.000 users and subsequent social features and forums.
Motor enthusiasts have been noticing for some time the void left by formats such as The Grand Tour o Top GearAnd 2026 is shaping up to be the year in which that gap will begin to be filled with something much more focused: Driven, a streaming platform dedicated exclusively to the world of cars and motorcycles, with an approach that It combines video on demand and an active community.
This new proposal doesn't arrive as just another thematic channel, but as A streaming service built from the ground up for motor enthusiastsDesigned for those who already consume automotive content daily on YouTube, social media or general platforms, but are looking for a more organized, specialized space with greater prominence for creators.
What is Driven and what does it offer motoring fans?
Driven was born as a video streaming platform focused entirely on the automotive world, both cars and motorcycles and other vehicles, with the idea of bringing together under one roof series, programs and educational formats for a very specific but increasingly numerous audience.
According to the team responsible for the project, in Driven users will be able to access hundreds of hours of automotive programming produced, commissioned or acquired: from high-budget original series to Masterclasses and curated content from popular creators that already have established communities on other platforms.
One of the key differentiators will be the “streaming + community” model: It will not be limited to offering on-demand videosbut will integrate social functions and internal forums so that fans can comment on episodes, share experiences, organize meetups, and closely follow their favorite creators and pilots.
The platform is also designed to address some of the common frustrations experienced by both audiences and creators on general-purpose services: Less reliance on the algorithm, more creative control, and a more faithful representation of automotive niches.from track day culture to extreme customization or sim racing.
Who's behind Driven: a team with experience in motorsports and streaming
The project didn't emerge from nowhere; it's led by a group of well-known figures in the automotive and media worlds. At the helm is... Michael George, veteran producer with a background in film and television, who will assume the role of CEO of the new platform.
Alongside him are two very familiar faces for motorsport fans on screen: Tanner Foust, presenter of “Top Gear USA” and a professional pilot, and Emelia Hartford, actress from “Gran Turismo”, pilot and content creator specializing in preparation and competition, who have become involved as co-founders and strategic advisors.
Foust and Hartford will collaborate with the management team in the development of specific content for Driven, contributing his experience in front of and behind the cameras, as well as his knowledge of what the petrolhead community really seeks on a daily basis.
Completing the executive core is Tom Lofthouse, former vice president of multiplatform content at Warner Bros. DiscoveryA key figure in the launch of Discovery+. At Driven, he will assume the role of Chief Content Officer, overseeing the strategy for the development, production, and acquisition of the entire catalog platform.
With this team, Driven presents itself as a project with Dual backing: experience in motorsports entertainment and technical knowledge of the streaming businessThis is especially relevant if the aim is to build a global offering capable of attracting both independent creators and established brands and production companies.
A hybrid model: streaming, community, and co-ownership of content
Beyond its catalog of series, Driven aims to differentiate itself with an approach that combines entertainment and active participation. The company's stated objective is “redefining how niche audiences experience content, conversation, and culture”reducing noise and the usual barriers of the industry.
To achieve this, the platform is betting on a model in which creators, whether established or emerging, can be co-owners of their worksIn practice, this means that projects premiering exclusively on Driven can be designed under different distribution and control agreements than those typically found on major platforms.
This approach seeks to solve one of the sector's biggest headaches: the distribution and visibility of specialized contentDriven aims to act as a meeting point where professional production, independent creators and brands linked to the motor industry come together, prioritizing authenticity and connection with the audience.
According to those in charge, the goal is not so much to "compete" head-on with traditional media, but to combine the best of those classic formats with the flexibility of streaming and the dynamism of social mediaThus, a fan in Spain who follows Formula 1, drifting, rallies, classic cars, or JDM could find programs, tutorials, and discussions about all these passions in one place.
In a context where the success of titles like 1 Formula: Drive to Survive or the historical popularity of Top Gear They have demonstrated the appeal of automotive content, Driven aims to become the benchmark for this very specific type of audience, which until now has been divided between pay television, YouTube and social networks.
Launch schedule, beta testing, and business model
Driven's roadmap is already drawn up. The plan involves a closed beta testing phase during the first quarter of 2026, in which some 10.000 invited users will be able to download and explore the platform on different devices.
During this beta period, the application will be available in iOS, Android, connected computers and TVsThis includes smart TVs and set-top box devices, bringing the service closer to both mobile consumption and traditional viewing in the living room.
Following this initial test, Driven is scheduled to open to the general public in 2026 second quarterThe launch will be done with a AVOD model (video with advertising)That is, free access financed by ads, similar to other open platforms.
The company does not rule out evolving the business over time: the possibility of introduce a paid subscription video on demand (SVOD) service later, with additional advantages for users who want an ad-free experience, priority access to certain content, or extra benefits linked to the community.
In addition, the publication of a detailed list of contents with the 2026 program in the next calendar year, which will allow users to know in advance which series, special formats and courses will be available from the start and which ones will arrive gradually.
International availability and expectations in Spain and Europe
Although the initial announcements did not specify all the markets one by one, the way the project is described suggests a launch with a clear global focus, accessible both via web and through mobile and connected TV applications.
In the case of Europe, and especially Spain, the movement fits with an obvious reality: The passion for motorsports remains very strong.with an audience that consumes Formula 1, MotoGP, rally, endurance, drift and a multitude of modified or classic car content on digital platforms.
The initial beta could be more focused on the United States or other priority marketsHowever, the company's intention is that, in anticipation of the open launch in the second quarter of 2026, the platform can be used without major regional restrictions, at least in the main European countries.
If this roadmap is confirmed, a user in Spain could Access Driven from your mobile, computer or smart TV in a very similar way to how it does with other platforms, with the difference being that it has a catalog exclusively related to the world of motorsports, from documentary series to technical analyses and educational content.
For European brands, teams, and creators, the emergence of such a specialized environment also opens the door to new forms of collaboration and sponsorshipwith highly segmented audiences and less dispersion compared to what happens on generalist platforms where the motor is just one more category.
Driven's entry into the European market will likely occur at a time when On-demand content consumption continues to grow And users are starting to look for more niche services that complement or replace the large generalist platforms.
The arrival of Driven means a clear attempt to organize and enhance automotive content in the streaming environmentOffering a broad catalog, integrated community tools and a model that gives more weight to creators, with a view to an international launch in which Spain and Europe can play a relevant role both as an audience and as a source of new formats and motor talent.
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