Debut at the 2026 SEMA Show in Las Vegas
A new free streaming service dedicated entirely to automotive culture has officially arrived. DRIVEN launched on November 3, 2026, at the SEMA Show in Las Vegas, following a beta testing phase involving approximately 15,000 users. The platform is designed to merge original video programming with interactive community features, positioning itself as an alternative to traditional, one-way automotive television networks.
The venture is co-founded by professional racing champion and television host Tanner Foust, builder and racer Emelia Hartford, and producer Michael George. According to the company, the platform aims to replace manufactured television drama with authentic craftsmanship and real-world car culture. Viewers can access the service across multiple devices, including iOS, Android, web browsers, Apple TV, Google TV, and Amazon Fire TV.
Launching Original Series with Automotive Stars
At launch, the platform is rolling out Art of Speed, an exclusive original series starring engine builder Tom Nelson. Additional original productions are slated to debut throughout the first half of 2027. These upcoming titles include Pikes Peak featuring Tanner Foust, Jenson Button, and Ant Anstead; Go or Go Home starring NHRA champion Antron Brown; and Queen of the Mountain with Emelia Hartford.
Rather than locking creators into exclusive windows that require abandoning other platforms, DRIVEN utilizes nonexclusive, revenue-sharing content partnerships with automotive publishers, brands, and independent creators. Participating creators gain access to dedicated digital hubs and audience analytics. The company's ambassador network currently represents a combined social media following of more than 50 million people, with active plans to add 150 additional creators throughout 2027.
Operating as a Free Ad-Supported Platform
The platform operates on an ad-supported, free-to-use model, removing paywalls to keep both its video library and social features accessible to the public. Users can participate in discussion forums, message other car enthusiasts, and upload documentation of their own garage builds directly onto the platform. Company leadership reports that feedback gathered during the initial beta program directly influenced the technology and layout of these community spaces.
“There’s no shortage of content to watch,” said Michael George, co-founder and CEO of DRIVEN. “We want to curate stories worth your time—and inspire you to get out and live your own.” Additional connected-TV integrations are currently in development as the Los Angeles-headquartered company expands its reach beyond the initial launch window.