The Brazilian told O Estado de S.Paulo newspaper that while F1 has remained true to its exclusivity on television, the rest of the world has moved on.
“Now the world is totally geared to the computer,” said Massa, who drives for Williams.
“And I think F1 doesn’t do much to talk to its audience on these (other) platforms,” he added.
Massa has 638,000 Instagram followers, 765,000 on Twitter and more than half a million likes on Facebook. His latest activity is a photo declaring his solidarity with Paris in the wake of Friday’s terrorist attacks.
But he also posts photos and videos of his personal time with friends and family, explaining: “I try to show the fans who I am, what I like to do, what I think.”
And he said it is disappointing that all of his rival drivers do not have the same approach.
He also pointed out that while F1 is right to expand into new markets, not every move in recent years has helped the sport.
“Formula one has to go to places where people want to see the races, like Mexico. We have to listen to the audience and see how Mexico received us, as they don’t even have a driver who has won a race,” said Massa.
He was clearly referring to the flagging popularity of F1 in his native Brazil, but thinks the local broadcaster Globo is part of that problem.
“Definitely today it (F1) is shown less on television. Formula one should be treated like one of the most important sports,” said Massa. (GMM)