Apple's entry into Formula 1 broadcasting is proving successful, with viewership reportedly exceeding expectations in its inaugural season as the exclusive U.S. broadcaster. Speaking at the Autosport Business Exchange in Miami, Eddy Cue, Senior Vice President at Apple, highlighted a significant increase in audience numbers compared to last year’s figures on ESPN.
The tech giant is investing around $150 million annually for exclusive rights to show F1 races in the U.S. through a new five-year partnership, which will take effect in 2026. This fee is nearly double what ESPN previously paid, illustrating Apple’s commitment to enhancing its sports broadcasting portfolio.
As part of its strategy, Apple aims to expand its reach beyond the U.S. market. Cue noted the importance of targeting younger audiences and female fans, with early data indicating positive trends in these demographics. Apple’s integration of F1 content across various platforms, such as Apple News and Apple Music, provides a unique advantage over traditional broadcasters.
Meanwhile, Sky Sports F1 has secured a five-year extension of its broadcast rights, ensuring coverage of F1 events until at least 2034.