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 founders 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” and that the platform’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.”
Driven will launch in Beta testing in the first quarter of 2026 for 10,000 invited users who will have the chance to download and explore the platform via iOS, Android, desktop and all connected TVs. A public launch for the platform is scheduled for the second quarter, “which will begin as an AVOD model with potential paid, incentivized membership opportunities later in the year.”
A content slate outlining programming for 2026 will be released next year.
George will act as Driven CEO. Foust and Hartford will be strategically advising on and developing content for the platform.
The Driven exec 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.
“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.”