Apple’s deal with Formula 1 is just one major prize, but the tech giant is optimistic about what it has seen so far.
In a sign of the power of the live streaming platform, said Eddy Cue, senior vice president of services at Apple Hollywood Reporter Viewership for last week’s Australian Grand Prix was up year-on-year compared to the 2025 race, which was broadcast on ESPN.
“The 2026 Formula 1 season on Apple TV is off to a strong start, with fans responding positively and viewership increasing year over year in the first weekend, exceeding F1 and Apple’s expectations,” says Cue.
As is typical for Apple, the company declined to give any specific numbers, although last year’s Australian Grand Prix averaged 1.1 million viewers for ESPN. The Australian Grand Prix is an unusual race, given its late-night timing, but any improvement in the standings is an encouraging sign, especially with more US-friendly races such as Montreal and Miami on the horizon.
Formula 1 has become a priority for Apple TV, adding a regular cadence of events throughout the year, joining MLS and MLB in Apple’s live sports portfolio.
Apple acquired the rights in the US last year, and the Australian Grand Prix was the first event under the deal.
The tech company is seeking to leverage different parts of its ecosystem to promote events, including in Apple News, Apple Music and the Apple Sports app. The company has also struck deals with third parties to expand the reach of the sport, most notably striking a deal with Netflix that will bring Drive to Survive to Apple TV and the Canadian Grand Prix to Netflix.
Apple has also turned to technology for its live coverage, with multiple ways to watch races, and 4K delivery (Apple executives are always proud to note the quality and latency of their video streams when discussing Apple TV).
“Fans are loving the enhanced viewing experience, including Multiview, Podium View, driver cameras and the ability to watch Formula 1 in stunning 4K with Dolby Vision for the first time,” says Cue. “The Australian Grand Prix also coincided with the biggest week ever for Apple Sports since its launch. We’re just getting started and we’re very excited about what lies ahead.”
Apple, of course, has been a huge success in the past year under Brad Pitt F1 It is among the films nominated for Best Picture at the Academy Awards this weekend. In a memo earlier this year, Keough cited F1 One of the biggest drivers of Apple TV’s viewership surge in December, claiming the platform “set a new monthly record” for engagement and viewership.
With the Oscars approaching, F1 A sequel is becoming more and more likely. Ferrari driver Lewis Hamilton, who served as the film’s producer, said during the Australian Grand Prix that the script for the sequel was already in preparation.
With media rights and now a movie franchise, Apple and F1 are connected and a catalyst for the growth of the sport in the United States going forward. While ESPN helped reintroduce it to the market, there’s no doubt that it was a secondary sport for the channel, which poured more resources into sports like the NFL and NBA.
At Apple, this is treated as a priority. For Formula 1, this means building a sustainable fan base that not only streams races on Apple TV, but shows up in person and engages however they can.
“Formula 1 has been on and off in the United States for decades,” said Stefano Domenicali, Formula 1 CEO. Hollywood Reporter Last year, just a few hours before F1 Times Square premiere. “We couldn’t appeal to the American market because at the end of the day, we were a bit arrogant in thinking that the American fans would understand us without constantly talking to the American fans and the American audience. We would come here for three days, for a weekend, and then come back.
He added, “The strategy has completely changed.”
