Driven Streaming Platform Set to Launch Beta Version in 2026

Fans of automotive entertainment can look forward to a new streaming service called Driven, which aims to cater specifically to car enthusiasts. The platform, conceived by veteran producer Michael George, is set to launch a Beta version in the first quarter of 2026. The initial phase will welcome 10,000 users to explore the service before an anticipated public launch later that year.

A Unique Approach to Automotive Content

Driven will function as an advertising video on demand (AVOD) service, featuring premium original series, master classes, and curated content from popular creators. Following the Beta phase, the platform plans to explore a subscription video on demand (SVOD) model by late 2026. The initiative draws inspiration from successful automotive shows such as Top Gear, Formula 1: Drive to Survive, and The Grand Tour, reflecting a rising demand for automotive content across various media.

Significantly, Driven will offer content creators the opportunity to become co-owners of their work when it debuts exclusively on the platform. This model aims to enhance creativity and collaboration within the automotive community. “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,” stated Michael George, CEO of Driven.

Leadership and Vision

In addition to George, the platform is backed by notable figures in the automotive world, including Tanner Foust, host of Top Gear USA, and Emelia Hartford, an accomplished race car driver and custom car builder. Tom Lofthouse, former vice president of multiplatform content for Warner Bros. Discovery, has joined as chief content officer. His role will focus on attracting influencers and creators to develop new series for the platform.

Emelia Hartford expressed enthusiasm about the project, stating, “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.” This emphasis on creator control is a key differentiator for Driven, positioning it as a platform that prioritizes the needs of both creators and audiences.

As automotive content continues to gain traction, Driven aims to carve out a niche by offering tailored experiences for car enthusiasts. With its innovative approach and strong leadership, the upcoming streaming service is poised to make a significant impact in the world of automotive entertainment.