Apple Plots “Exponential” Growth for Formula 1 with New Streaming Deal

Formula 1 still has the potential to “grow exponentially” in the United States, according to its new long-term broadcast partner Apple.

Formula 1 announced Friday that it has signed a five-year deal for Apple TV to hold the broadcast rights for the championship in the United States from 2026.

Apple TV will take over the rights from ESPN, which has carried Formula 1 in the United States since 2018.

Formula 1’s popularity has grown in the country, particularly since Liberty Media’s acquisition of the rights in 2017, and there are now three grands prix annually, while Cadillac will join as a new team in 2026.

“We’re excited about the opportunity of growth in the US,” said Eddy Cue, Apple’s senior vice president of services. “Formula 1 has gotten way bigger, but the honest truth is it can still grow exponentially, it’s a huge, huge opportunity. It’s more than just racing, it’s a culture, the fanbase love the drivers and team bosses.

“We’re going to bring innovation, it’ll be easy for fans to get all the access, we couldn’t be more excited.”

Formula 1 chief Stefano Domenicali echoed Cue’s comments over the potential for growth.

“I think this represents another step of what we want to achieve in getting bigger in this incredible country,” Domenicali said. “We recognize that Apple represents an incredible [opportunity] to grow what we have done so far as F1, and also in the US.

“We always need to think forward, and bigger, and we do believe this partnership will allow us to be even closer with our fans, the reach will be phenomenal, and the market has huge potential—the average age of the US audience is very young, and diversified, so we believe what Apple bring to what we are doing will be phenomenal.”

Using movie tech?

Apple previously worked with Formula 1 on the movie F1 and, while Formula 1 produces its own coverage in-house, the corporation is eyeing developing technology further to enhance the broadcast.

“The existing broadcasters will hopefully get some benefits,” Cue said. “Because we’ll push working together on making the broadcast better.

“The technology we brought last year to the movie, and putting the cameras in the cars and things like that, are things we would like to see continue—and if we do that everyone will benefit.”

The movie has already been Apple’s biggest grossing output, in excess o $600 million, and it will become available on Apple TV on December 12, with Cue confident there will be a second surge.

“There’ll be a lot of people watching that who haven’t watched a race, it’ll expose them to the fact races are coming,” Cue said. “We showed [people] the movie in the US and we asked people at the end if they’ve ever seen a race and we asked them are you going to see one now, and pretty much every hand goes up, so this makes it really easy for them, when they watch the movie they’ll see that.”

Amplifying Formula 1’s presence

Domenicali was warm towards ESPN, which has helped grow Formula 1 in the US, but pointed to Apple’s products and reach as an opportunity to attract new viewers.

Apple plans to amplify Formula 1’s presence through its platforms, such as Apple News, Apple Maps, Apple Music, Apple Sports, and Apple Fitness, and Domenicali is eager for Formula 1’s relevancy to be expanded.

“I see Apple, not only when we are talking about connectivity, technology, communication, it’s social relevancy—that’s where we should aim as F1,” Domenicali said. “If I look, as an Italian, watching the American culture, and we are talking about sport, I see everyone connected to sport, to the big leagues, every morning when they wake up, and that is our dream, and the only way to be able do that is to [use] the capability of Apple to do that, that’s where we should aim. We should look into the bigger picture.

“I know we need to be resilient as we are facing big competition in the sport and entertainment in the US, but that’s why we believe this [deal] gives us an opportunity to do that.

“Our demographic is fit for purpose on what Apple is doing, we are totally confident this will be big, and will be the right choice for our fans.”

F1 TV remains an option

While Formula 1’s broadcast switches to Apple in 2026, F1 TV Premium will still be available for viewers in the United States who subscribe to the company.

“It was very important for us for the product to remain in the market, it’s very popular,” said Formula 1’s Chief of Media Rights Ian Holmes. “We felt the best arrangement for it was to be very much part of the Apple package.

“F1 TV Premium currently retails at $16.99 a month, so in reality for $12.99 a month, the Apple TV subscription, you’ll save $4, so as an offering to fans is valuable.

“There’s business behind it, as we get the data behind it which is important for us to interact with the fans—but we think it’s a very good offer for those F1 TV fans.”

No threat to Drive to Survive

Netflix’s Drive to Survive docuseries has been credited with bringing in a new and younger audience, with the series launching in 2019, and being widely picked up during the pandemic. The eighth season is currently being filmed, and it was emphasized that the new Apple TV deal will not impact its future.

“Netflix is highly available on all of our platforms, they’re a great partner to Apple,” Cue said. “We love that they’re doing Drive To Survive, we’ll drive more viewers to them and they’ll drive more viewers to us, and that’s a win-win for both of us.”

Domenicali also allayed any fears, pointing out that “I remember very well that some of the broadcasters were worried when Drive To Survive was introduced, but now it’s the other way around, and it’s understanding the world is big, it’s a matter of integrating the pieces together.”