Quick Read
- Apple TV will become the exclusive broadcaster of Formula 1 in the U.S. from 2026, replacing ESPN.
- The five-year deal is valued between $140 and $160 million per year, a significant increase over ESPN’s previous contract.
- F1 TV Premium will be integrated into the Apple TV app, ending standalone subscriptions in the U.S.
- All races, practice sessions, and qualifying will be available to Apple TV subscribers, with select content streaming for free.
- The deal aims to boost F1’s U.S. audience and introduce interactive, technology-driven viewing experiences.
In a move set to reshape how millions of Americans watch motorsport, Apple TV has secured exclusive broadcast rights to Formula 1 in the United States, starting with the 2026 season. The deal, valued between $140 and $160 million per year according to reports from ESPN and Motorsport.com, not only marks a dramatic increase over the previous ESPN contract but signals Formula 1’s intent to embrace the streaming era and digital innovation.
Why Apple and Why Now? The Strategic Shift Behind F1’s Streaming Move
For decades, Formula 1’s U.S. television presence has been marked by incremental growth and shifting partnerships, with ESPN’s stewardship since 2018 seeing steady ratings increases aided by cultural touchstones like Netflix’s “Drive to Survive.” Yet, as F1’s American audience matured and diversified, the sport’s owners, Liberty Media, began searching for a partner capable of delivering not just financial heft, but technological evolution and audience engagement. Enter Apple TV, whose bid easily eclipsed ESPN’s, and whose ecosystem offers F1 a direct line to millions of tech-savvy viewers.
The timing is no accident. Apple’s involvement in the sport began long before this deal, culminating in the production of “F1: The Movie,” starring Brad Pitt—a project praised for its authentic portrayal and its massive box office success. This collaboration laid the groundwork for a deeper partnership, one that both parties see as transformative. “We have a shared vision to bring this amazing sport to our fans in the U.S. and entice new fans through live broadcasts, engaging content, and a year-round approach,” said F1 president Stefano Domenicali in a statement to ESPN.
What Changes for Fans: F1 TV Integration, Pricing, and Access
The biggest changes will be felt by American fans accustomed to ESPN’s linear broadcasts and F1 TV’s standalone subscription model. Starting in 2026, all F1 races, practice sessions, and qualifying rounds will be available exclusively via the Apple TV app. F1 TV Premium, which offered features like personalized Multiview and 4K streaming, will be folded into Apple TV, with these features retained for subscribers. According to Motorsport.com, direct F1 TV subscriptions in the U.S. will be phased out by the end of 2025, forcing fans to migrate to the Apple TV platform.
Apple promises that the F1 package will be included in the standard $12.99 monthly Apple TV subscription, with no additional fees. Select races and practice sessions will stream for free, helping maintain some degree of open access and potentially luring new fans. Importantly, Apple will offer broadcasts in both English and Spanish, continuing ESPN’s bilingual coverage and adding closed captioning for accessibility.
This shift represents more than a technical upgrade. Apple executives, including Eddy Cue, have pledged to leverage the full breadth of Apple’s ecosystem—from retail stores to apps like Music, News, and Fitness+—to promote Formula 1. The aim is to build a year-round presence that keeps fans engaged beyond race weekends, using interactive features and behind-the-scenes content developed from their filmmaking expertise.
The Vision for Interactive Streaming: Data, Cameras, and the Next Generation of Sports Viewing
The question that hangs over this deal is what Apple’s “big ideas” for F1 broadcasts actually look like. While details remain under wraps, industry observers expect a leap beyond traditional streaming. F1’s own streaming service, F1 TV Pro, set a precedent with its multi-camera views, real-time race data, and customization—features that align perfectly with Apple’s strengths in software and user experience.
Apple’s history with Major League Soccer (MLS) Season Pass and Major League Baseball (MLB) suggests a model where subscribers get deeper, interactive coverage, and occasional free access to marquee events. As Six Colors notes, simply replicating ESPN’s feed would be a missed opportunity, given the sport’s data-rich nature and the appetite among fans for control over their viewing experience. Integrating advanced camera angles, telemetry, and possibly even augmented reality (with devices like Vision Pro) could set a new standard for sports broadcasting.
Yet, this vision hinges on Apple’s ability to negotiate with F1 on the fate of its profitable F1 TV service. Liberty Media, F1’s owner, has been reluctant to shut down a successful revenue stream, leading to protracted negotiations. The final compromise—folding F1 TV Premium into Apple TV—reflects a balancing act between innovation, audience reach, and commercial interests.
Challenges and Questions: Reach, Monetization, and the Future of F1 in America
Despite the excitement, questions remain. Apple TV, while growing rapidly, does not yet match ESPN’s reach in American households. The move to a subscription-only model could risk alienating casual viewers, especially those drawn in by Netflix’s documentary or by network TV’s broad accessibility. F1 CEO Domenicali acknowledged the dilemma: “The question will be, how are we going to balance the reach versus the monetization,” he told The Hollywood Reporter.
There’s also uncertainty about the broadcast team, production style, and how much Apple will innovate versus simply inheriting the existing feed. Will Apple build its own team, or continue using the popular Sky Sports commentary? Will American fans get exclusive behind-the-scenes content, or simply a new interface for the same race coverage?
What is clear is that F1’s leadership sees this as a “step change”—not just in media strategy, but in how the sport interacts with fans, markets itself, and builds community. The arrival of Cadillac F1, an American team backed by General Motors, adds another layer of opportunity for domestic fan engagement, and Apple’s marketing prowess will be put to the test as both parties aim to grow F1’s U.S. footprint.
Looking ahead, the deal could pave the way for Apple’s expansion into other motorsports, like MotoGP or Formula E, now under Liberty’s umbrella. For now, the focus is squarely on making the F1 partnership a success, with both sides expressing hopes for a long-term collaboration that might eventually extend globally.
For American motorsport fans, 2026 will mark the beginning of a new era: one defined not just by who wins on track, but by how the race is experienced—on screens, in apps, and through the immersive power of technology. The stakes, as always in Formula 1, are high.
Apple’s landmark F1 deal is a test case for the future of sports media: whether innovation and interactivity can offset the risks of subscription barriers and shrinking reach. Its success will be measured not just in subscriber numbers, but in the ability to convert casual viewers into lifelong fans—proving that, in the streaming era, the race for audience loyalty is every bit as intense as the race on the track.