An automotive-enthusiast-targeted streaming service called Driven will launch in early 2026 from co-founders including longtime producer Michael George, “Top Gear USA” host Tanner Foust and “Gran Turismo” actor Emelia Hartford.
Per the team behind the project, “On Driven, car fans will be able stream hundreds of hours of produced, commissioned and acquired automotive programming, from premium original series to master classes to curated content from popular creators. The platform will additionally include community-building features and forums to spark conversation and promote engagement among its users.”
The founds say Driven “has been designed exclusively for car enthusiasts, and endeavors to improve the current way in which passionate, specific audiences and creators are represented. Driven’s streaming-meets-community model will allow established and aspiring creators the ability to be co-owners of their content, with the potential for said content to debut exclusively on Driven. By doing so, the platform will ultimately ensure creators and fans remain at the center of the experience.”
Driven will launch in Beta in the first quarter of 2026, with plans to invite 10,000 users to download and explore the platform via IOS, Android, desktop and all connected TVs. A public launch is scheduled for the second quarter, “which will begin as an AVOD model with potential paid, incentivized membership opportunities later in the year.”
George will act as CEO and Foust and Hartford will be strategically advising on and developing content for the platform.
The team also includes Tom Lofthouse, former vice president of multiplatform content for Warner Bros. Discovery, who worked closely on the launch of streamer Discovery+, who will serve as chief content officer and oversee the development, production and acquisition of all Driven content.
A content slate outlining programming for 2026 will be released next year.
“Our goal is to reshape how niche audiences experience content, conversation, and culture, minimizing industry noise and barriers in favor of authenticity, ownership, and connection,” George said. “Driven isn’t about competing with traditional media – it’s about uniting the best of it. We’re building a platform that solves distribution challenges for creators, brands, and audiences, while keeping authenticity and audience top of mind.”
Hartford added: ““This is exactly what our industry has been waiting for. Driven will give creators and talent more autonomy, and will do so in a way that allows them to give their fans exactly the kind of content they want – instead of serving an algorithm.”
variety.com
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