Just recently, Formula 1 and Apple revealed that the technology corporation has secured the sole broadcasting authorizations for the series within the United States across a five-year duration commencing in 2026. This transition sees Apple assuming responsibilities from ESPN, with the financial agreement, as detailed by Motorsport.com, exceeding $140 million annually.
This arrangement signifies a fiscal enhancement for Liberty Media, the parent organization, and marks a departure from traditional television broadcasting towards a streaming platform. This transition might signal a prospective industry trend.
How Apple’s Resources Are Set to Fuel F1’s Aspiration for Substantial Expansion in the US
For F1, partnering with Apple opens avenues to further solidify its presence within the American landscape. In recent times, American corporate sponsors have progressively aligned with the series, demonstrated by incorporating races in Miami and Las Vegas alongside the pre-existing US Grand Prix in Austin.
However, while ESPN is on track to achieve an unprecedented average viewership of approximately 1.4 million per F1 race by 2025, such figures remain overshadowed by competing leagues vying for attention within America’s vibrant sports domain. Eddy Cue, holding the position of senior vice president of services at Apple, characterized F1’s potential for growth as “substantial” within the country.
The underlying objective of F1’s CEO, Stefano Domenicali, is to assimilate F1 into the fabric of US sports, akin to American football and other premier league sports. Domenicali articulated to selected media outlets, including Motorsport.com, that to establish relevance in the US, integration into the prevailing culture is essential. He envisioned a scenario where discussion of sports and events becomes a standard topic within American households, aligning with the objectives jointly pursued alongside Apple.
Domenicali emphasized the significance of interconnected individuals through Apple’s influence. Over the ensuing five years, Apple is poised to serve as a pivotal voice and primary collaborator within a market deemed capable of substantial dimensional and qualitative expansion. He expressed the aspiration for individuals to perceive the sport not merely as a form of entertainment but as an experience transcending conventional boundaries.
Photo by: Kym Illman / Getty Images
When questioned by Motorsport.com regarding F1’s strategy for maintaining growth momentum, Domenicali underscored the importance of consistently conveying the sport’s narrative, not only to avid followers but also as a viable business platform, highlighting the roles of drivers and team principals.
He emphasized the necessity of crafting captivating storylines and content to ensure relevance in an environment saturated with information, emphasizing authenticity as a key element. Domenicali asserted that all stakeholders in the US would contribute to this equation.
While ESPN has historically served as a prominent hub for sports broadcasting in the US, Apple represents a more recent entrant, having ventured into sports streaming through collaborations with MLB and MLS in recent years.
While F1 may experience a temporary absence from conventional television platforms, Apple asserts its capacity to furnish F1 with its comprehensive ecosystem, granting access to a vast audience of Apple users, in addition to a burgeoning subscriber base.
Cue affirmed Apple’s commitment to leveraging its resources, ranging from retail outlets to diverse applications encompassing sports, podcasting, music, books, and Apple News. He conveyed the intent to harness these touchpoints, mirroring the approach adopted with the F1 film, to enhance race and qualifying coverage.
Addressing Concerns Surrounding F1 TV
Consequently, F1’s proprietary streaming service, F1 TV Premium, will cease to operate as a standalone application within the US. However, it will undergo integration into Apple TV, becoming accessible to all subscribers as an integral feature of the service’s $12.99 monthly subscription, complementing Apple’s existing array of offerings.
Ian Holmes, F1’s chief media rights and broadcasting officer, affirmed the continued availability of F1 TV within the US, emphasizing its incorporation into the Apple ecosystem, thereby enabling Apple TV subscribers to access F1 TV as part of their subscription. Holmes characterized this arrangement as advantageous for consumers.
From Apple’s standpoint, serving as a centralized platform for F1 enthusiasts within the country, distinguishing itself from the fragmented broadcast rights landscape seen in leagues like the NFL, is poised to streamline subscriber acquisition. Such exclusivity fosters close collaboration with F1 to refine the broadcast product’s trajectory, with intentions to introduce technological advancements initially utilized in the F1 film, potentially benefiting television coverage on a global scale.
Implications of the Apple Agreement on F1’s Evolving Demographics
The timing of F1’s strategic shift toward streaming in the US coincides with the series’ growing appeal among younger, more diverse audiences, fueled by the popularity of “Drive to Survive” and further propelled by Apple’s F1 movie, starring Brad Pitt, which generated substantial revenue to emerge as the highest-grossing sports film to date.
According to the 2025 Global Fan Survey conducted by Motorsport Network and Formula 1, 47% of new US Formula 1 fans fall within the 18-24 age range, with females comprising over half of this demographic. Younger demographics exhibit a greater inclination towards streaming platforms compared to conventional television. This evolution in viewing preferences among generations underlies the Apple partnership.
Domenicali emphasized the decreasing age of fans, underscoring the commitment to nurturing this relationship by ensuring connectivity through their preferred channels. He acknowledged the utilization of diverse tools by younger generations, asserting the belief that aligning with these trends is crucial for maintaining relevance in the US, mirroring the sport’s prominence in Europe, the Far East Asia, and the Middle East.
Brad Pitt and Damson Idris on the set of the F1 movie.
Photo by: Mark Sutton / Motorsport Images
Possible Global Ramifications of F1’s US Agreement
Should the partnership between F1 and Apple TV in the US prove fruitful for both entities, it could lay the foundation for the future of F1 broadcasting on a global scale.
Domenicali emphasized the need to respect existing agreements with other partners but remained open to exploring streaming opportunities in additional markets.
Apple, while maintaining confidentiality regarding subscriber numbers, is believed to have exceeded 50 million Apple TV users worldwide, expressing a long-term commitment to the venture.
Cue affirmed the company’s dedication for the next five years, expressing the hope for a perpetual partnership. He acknowledged the existence of further opportunities but emphasized the current focus on the present collaboration, citing the substantial work ahead.
ESPN’s Contribution to F1’s Expansion in America
F1 acknowledged ESPN’s contribution to embracing the series during its nascent stages. ESPN initially secured the broadcasting rights without cost in 2018, a period marked by an average viewership of barely half a million, predating the surge in popularity attributed to “Drive to Survive” and characterized by Austin as the sole US race on the calendar.
Domenicali conveyed gratitude to ESPN for their investment during a period when few were willing to commit, underscoring their instrumental role in F1’s expansion.
He asserted that the time has come to focus on the future, emphasizing the duty to ensure F1 possesses the appropriate platform for continued growth.
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– The Autosport.com Team
