Starting in 2026, Apple TV will become the exclusive platform for all Formula 1 sessions in the United States, including practice, qualifying, sprints, and every Grand Prix. This groundbreaking move is anticipated to push U.S. live viewership well beyond previous records, due to Apple’s massive subscriber base and advanced streaming capabilities.
Apple TV+ reported 45 million subscribers as of March 2025, a figure Apple executive Eddy Cue confirmed to be even higher. Even a conservative estimate suggests that if just 3% of subscribers tune in per race, roughly 1.35 million viewers will watch live, already exceeding ESPN’s 2025 F1 season average of 1.3 million viewers. Should that engagement reach 4%, viewership could climb to 1.8 million, vastly surpassing prior milestones.
How Apple TV’s Streaming Model Outperforms Traditional Broadcast
While ESPN delivered strong live numbers, the audience often dropped sharply after races ended due to traditional cable’s limitations with on-demand content. Apple TV, by contrast, offers advanced viewing flexibility, including 4K live streams, pausing, rewinding, and catch-up options that extend hours or days beyond the live event.
Fans will have access to every session from start to finish without channel switching or DVR hunts, along with full race replays, onboard camera views, and expanded highlights. Additionally, select practice and qualifying sessions will be free on the Apple TV app, complemented by seamless cooperation with F1 TV Premium.
This integration is enhanced through broad promotion across Apple’s ecosystem — including Apple News, Apple Sports, Apple Maps, Apple Music, and Apple Fitness+ — dramatically expanding the potential audience for Formula 1 in the U.S.
Formula 1’s Ambition to Enter America’s Mainstream Sports Culture
F1 CEO Stefano Domenicali emphasized during Apple’s February 2026 press day that Apple’s reach will dwarf ESPN’s former presence in the U.S. market. He envisions Formula 1 becoming a staple of American sports conversations, standing alongside the Super Bowl, NBA Finals, and MLS.
“Apple’s reach through its streaming and connectivity platforms will be bigger for Formula 1 in the future than ESPN’s was.” – Stefano Domenicali, F1 CEO
“I always said to Eddy, we have a dream that is more than a dream—it’s an obligation to our fans to develop the sport, to make sure that F1 is becoming a part of the culture here in the United States.” – Stefano Domenicali, F1 CEO
The sport’s American audience is already growing younger, more diverse, and nearly 40% female, matching well with Apple’s tech-savvy, affluent, and global subscriber base. This alignment offers a fertile foundation for expanding the sport domestically.
Projecting Viewership Growth and Market Impact
Reaching a 3% engagement rate of Apple subscribers per race is considered the minimum expectation, representing a new benchmark in U.S. F1 viewing. Industry analysts foresee rates substantially higher, supported by Apple’s marketing power, original content appeal, and the sport’s rising global popularity, boosted by the success of the documentary series “Drive to Survive” and anticipation for a new F1 feature film.
At 5% to 6% viewer engagement, Formula 1 would secure primetime status comparable to major American sports leagues. Apple’s metrics prioritize not only peak live numbers but also total engagement hours, which include every replay, highlight, and new fan interaction, broadening the measurement of success.
The 2025 season on ESPN proved that Formula 1 has strong momentum in the U.S. With Apple TV’s 2026 exclusive coverage, this momentum could accelerate into unprecedented national prominence and viewership.
No officials from Apple or Formula 1 anticipate viewership growth stopping at the baseline 3%. Instead, they expect a sustained surge that will redefine Formula 1’s presence in American sports media.
