Observed Signal · Mar 4, 2026 · Partnership · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Apple and Netflix Partner on U.S. Formula 1 Coverage
Apple and Netflix have agreed to a content partnership around Formula 1 in the United States. Netflix will make its docuseries Drive to Survive available on Apple TV, while Netflix will simulcast Apple’s live coverage of the Canadian Grand Prix. The collaboration supports Apple’s role as F1’s exclusive U.S. rights holder—an agreement reported to be worth up to $150 million annually—and forms part of Apple’s broader strategy to integrate F1 across its ecosystem (3D track visuals in Maps, live audio in Music, selectable commentary in 4K broadcasts). F1 executives highlighted the sport’s younger, increasingly female-skewed U.S. audience. The deal also complements plans to bring select races to IMAX theaters.
Major streaming platforms collaborating on live sports and popular docuseries affects CTV distribution, audience funnels, and potential advertising inventory and targeting strategies across walled gardens.
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Key Takeaways & Evidence Grounding
- Apple and Netflix reached a content partnership for Formula 1 in the U.S.
- Netflix’s Drive to Survive will be available on Apple TV as part of the deal.
- Netflix will simulcast Apple’s live coverage of the Canadian Grand Prix.
- Apple is reported to be F1’s exclusive U.S. rights holder under an agreement valued up to $150 million annually.
- Apple plans cross-ecosystem F1 integrations (Maps 3D track renderings, live audio in Music, selectable commentary on 4K broadcasts) and a deal to show select races in IMAX theaters.
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Apple and Netflix Join Forces for F1 Canadian Grand Prix
Apple and Netflix announced a partnership to co-broadcast the Formula 1 Canadian Grand Prix, enabling U.S. viewers to watch the live race simultaneously on Apple TV and Netflix. Netflix will stream the full race weekend — practice, qualifying and the Grand Prix on May 24 — live on its platform. The deal includes cross-promotion of Netflix’s Drive to Survive: Season 8 (eight episodes covering the 2025 Formula One World Championship), which premieres February 27 and will be available to Apple TV subscribers in the U.S. and Netflix users globally. The collaboration is part of Apple’s new multi-year rights agreement with Formula 1 under which Apple TV replaced ESPN as the exclusive U.S. broadcaster for all 24 races this season; the rights deal is reportedly valued at about $150 million per season, compared with roughly $85 million under ESPN’s prior deal.
Apple TV Becomes U.S. Home for Formula 1
Apple TV will become the exclusive U.S. home for Formula 1 beginning in 2026 under a five-year rights deal that moves live races, qualifying and practice sessions from ESPN to Apple’s subscription streaming service. Reports indicate Apple is paying roughly $150 million per year, up from the approximately $90 million ESPN paid. All F1 content, including the F1 TV Premium service, will be bundled into a standard Apple TV subscription. The deal follows the commercial success of the Apple Original film "F1 The Movie" starring Brad Pitt and is part of a broader industry trend of major sports migrating from linear cable to streaming platforms. The article notes the global rights landscape remains fragmented and that existing Netflix series like "Drive to Survive" are not affected.
Apple Nears U.S. Formula 1 Broadcast Rights Deal
Formula 1 is reportedly in final negotiations over its next U.S. media-rights agreement, with Apple emerging as the front-runner to replace ESPN after the 2025 season. Reports say Apple has submitted a nine-figure bid in the range of $120–$150 million per year, eclipsing ESPN’s approximate $90 million annual payment. Liberty Media—which owns F1—is said to be seeking a strategic partner that can act beyond a traditional broadcaster to amplify fan engagement. Apple’s recent collaboration on the film F1: The Movie and Netflix’s continued interest (bolstered by Drive to Survive) are both cited as factors shaping bidders. A move to a streaming-exclusive U.S. rights deal would test whether F1’s large U.S. audience will migrate behind a new paywall and could shift distribution and monetization dynamics for the sport.
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