Apple and Formula 1 executives say that broadcasting the races on Apple TV has increased viewership and engagement in the United States, allaying concerns that the move from ESPN will alienate fans. Liberty MediaCEO Derek Changnoted that Formula 1 has not faced the backlash expected after transferring U.S. broadcast rights to Apple TV in 2026.
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He highlighted stronger engagement, higher viewership and positive consumer reactions during the first racing weekends, despite the shift from traditional cable distribution.
“The initial results are encouraging,” Chang said during a call with Wall Street analysts, attributing the success to Apple’s “technologically advanced platform” and new viewing tools, such as multi-views, data streams and in-car camera capabilities, that enhance the Formula 1 experience.
This transition follows Apple replacing ESPN as the exclusive broadcaster of Formula 1 in the United States, under a five-year deal reportedly worth between $140 million and $160 million annually. This deal represents one of the most aggressive sports rights initiatives in Apple’s history. In addition to live race coverage, Apple has committed to promoting Formula 1 across multiple platforms, including Apple News, Apple Maps, Apple Music, Apple Fitness+ and its retail stores.
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Chang said Apple used its retail stores, apps and services to promote Formula 1 around the Miami Grand Prix through national campaigns, race integrations in Apple Maps and new programming for race weekends, essentially turning the Miami event into a comprehensive marketing effort.
Formula 1 executives believe Apple’s platform is attracting a younger and more diverse audience in the United States. Chang noted that Apple’s reach is attracting “a younger and more female audience,” with women now making up about 40 percent of the sport’s fan base in the U.S. This demographic shift is crucial to Formula 1’s growth strategy in the United States.
The success of Netflix’s “Drive to Survive” has also played a significant role in expanding Formula 1’s appeal beyond traditional motorsport audiences, particularly among younger American viewers. Reports show that 47% of young Formula 1 fans in the US are aged 18 to 24, with women making up more than half of that group.
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Formula 1’s global audience and strong engagement across mobile, streaming and social media align well with Apple’s ecosystem-focused services. Apple has integrated Formula 1 into its entertainment strategy, producing the Brad Pitt-starring “F1” film before acquiring the US broadcast rights, creating a close connection between its media coverage of the sport and Apple’s content business. The film has also been expanded into an immersive experience for Apple Vision Pro users.
