Formula 1, the premier motorsport series known for 200+ mph racing, cutting-edge technology, and glamorous global locations, is poised for a monumental 2026 season. With new rules for cars and engines, plus the arrival of new teams like Audi and Cadillac, more eyeballs are expected for the world’s most-watched racing series as the season begins in Australia this weekend.
A significant change is also underway in the crucial US market, which has seen steady growth since the pandemic. The sport is making a dramatic shift from traditional broadcasting. Gone is the previous broadcaster that brought Formula 1 to the masses, replaced by tech giant Apple. Starting this weekend, Apple will exclusively offer live streams, video-on-demand replays, and more on its Apple TV+ subscription service.
For Apple, the deal seems like a no-brainer, but for a sport still growing its American foothold, the move is more nuanced and carries risk. The partnership represents a huge opportunity to reach viewers on multiple platforms, but it also means turning away from the broader, more casual audience that traditional TV provides. Now, anyone who wants to watch must subscribe to Apple TV+ for a monthly fee, a potential barrier that could shrink the audience.
Just before the season’s start, Apple did something unexpected. In a landmark agreement, Apple and one of its biggest streaming rivals announced a cross-platform deal for Formula 1 content. The docuseries widely credited with making the sport mainstream in the US will stream its new season simultaneously on both streaming platforms. Marketing experts called the arrangement unprecedented, noting it was the first time the rival service had allowed one of its original docuseries to appear on a competing platform.
This move is part of Apple’s broader foray into sports. While known for award-winning original series, the company has been investing heavily in live sports. It previously secured exclusive streaming rights for Major League Soccer, though those games also appear on broadcast television. Its involvement with Formula 1 began in earnest last summer with a major motion picture that became a huge hit for the company.
Last fall, however, Apple went all-in by acquiring the exclusive US rights to live Formula 1 programming. Reports indicate the company paid around $150 million per year for these rights, which the previous broadcaster had held since 2018. Under that previous deal, viewership grew impressively, from an average of 554,000 viewers per race in 2018 to 1.3 million in 2025—a 135% increase.
While that audience is about half the size of NASCAR’s average viewership, NASCAR’s numbers are declining. In contrast, Formula 1’s audience is more affluent and diverse, with a growing percentage of female and minority viewers that are highly coveted by advertisers.
Apple has promised an enhanced viewing experience for subscribers, including a “Multiview” feature that allows fans to watch up to four live feeds simultaneously. A senior Apple executive stated, “Formula 1’s growth in America has been extraordinary, and we’re proud to build on that momentum—combining the power of Apple TV with the broader Apple ecosystem to create even more ways for fans to connect with the sport.”
In addition, the company announced that free streaming services will offer alternative broadcasts for multiple races this season, and a major sports media platform will stream live practice and qualifying sessions starting with the Miami Grand Prix later this year.
