'Driven' Gears Up for 2026 Launch of Car-Centric Streaming Service

Producer Michael George is partnering with "Top Gear USA" host Tanner Foust and "Gran Turismo" star Emelia Hartford to launch Driven, a new streaming service for automotive enthusiasts, as reported by The Wrap. The venture is designed to unite the fragmented world of online car culture into a single destination.

• Kicking the tires: Driven plans to invite 10,000 users for a beta test in Q1 2026, which will be followed by a public, ad-supported debut in the second quarter. A paid subscription tier is also in the works for later in the year.

• In the driver's seat: A key part of the platform's pitch is offering creators co-ownership of work that debuts exclusively on the service. Co-founder Emelia Hartford said the goal is to give creators more autonomy and allow them to serve their fans directly, "instead of serving an algorithm.”

• A new roadmap: CEO Michael George stated the goal is to "reshape how niche audiences experience content, conversation, and culture." He added, "Driven isn’t about competing with traditional media – it’s about uniting the best of it."

Driven represents a significant bet on the creator economy and the power of niche streaming. By targeting a passionate but scattered audience with a model that prioritizes creator ownership, the platform is looking to build a dedicated community outside the bounds of mainstream services. The launch comes as automotive content proves its mettle, following the massive success of shows like Formula 1: Drive to Survive and The Grand Tour. Interestingly, this isn't CEO Michael George's first lap; he previously produced a 2018 project titled Driven: An Unconventional Car Series.