Observed Signal · Mar 23, 2026 · Partnership · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
Apple TV+ Launches F1 Hub Ahead of Exclusive Rights
Apple launched a "Get Ready for Formula 1" hub on Apple TV+, the first visible activation tied to its exclusive U.S. broadcast rights deal for Formula 1. Beginning in 2026 a five-year, multi-billion dollar agreement will make Apple TV+ the sole U.S. home for all F1 races, practices, and qualifying sessions; the deal also incorporates the F1 TV Premium service for subscribers and makes practice sessions freely available in the TV app. The hub is presented as an early step in Apple’s broader live-sports strategy, which already includes partnerships with Major League Soccer and Major League Baseball, and raises questions about the impact of moving F1 off linear TV on reach and audience growth in the U.S.
Apple securing exclusive U.S. F1 rights and launching a dedicated hub materially shifts premium live sports distribution to a major streaming platform, affecting CTV inventory, advertisers' access to large sports audiences, linear TV reach, and subscription dynamics across the industry.
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Key Takeaways & Evidence Grounding
- Apple launched a "Get Ready for Formula 1" hub on Apple TV+.
- Starting in 2026, a five-year exclusive U.S. rights agreement makes Apple TV+ the sole U.S. home for every F1 race, practice, and qualifying session.
- The deal includes access to F1 TV Premium for Apple TV+ subscribers and makes all practice sessions free inside the TV app.
- Apple's F1 rights are part of a multi-billion dollar U.S. broadcast rights deal and are positioned as a key element of its live sports strategy, alongside MLS and MLB partnerships.
- Formula 1 previously averaged about 1.3 million viewers per race on ESPN in its final season, prompting concerns about reduced accessibility if moved entirely off linear TV.
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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 TV Offers Free F1 Austrian Grand Prix Weekend
Apple TV will temporarily drop its paywall for the Formula 1 Austrian Grand Prix weekend, making practice sessions, qualifying and the race free to anyone with an Apple ID and the Apple TV app. The move is part of Apple’s broader five-year exclusive U.S. media-rights deal for Formula 1 (which replaced ESPN) and is intended to grow the sport’s audience and convert viewers into subscribers. Apple has also expanded F1 distribution and visibility through partnerships and integrations — including marketing tie-ins, a content partnership with Netflix and distribution inside the DIRECTV app for certain subscribers.
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.
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