Apple now holds exclusive streaming rights for all Formula 1 races in the United States, with every event accessible via Apple TV. While actual viewership numbers haven’t been disclosed, both Apple and Formula 1’s parent company Liberty Media have described the response as strong in terms of both audience and subscriber growth.
Expansion Discussion Underway
During Liberty Media’s latest earnings call, Formula 1 CEO Stefano Domenicali suggested Apple may seek to win broadcast rights in additional countries as those opportunities arise. The company isn’t pushing to consolidate global rights under one partner, preferring instead to build a diverse portfolio of deals tailored to specific regions.
One example of this regional approach is the United Kingdom, where Sky has renewed its deal through 2034, effectively barring Apple from acquiring exclusive F1 rights there in the near term. Still, negotiations are ongoing, and Apple is being viewed as a serious contender in markets where rights become available.
Product Improvements Highlighted
In the U.S., Apple’s formula for streaming F1 includes live and on-demand access through Apple TV. Recent enhancements include a Dolby Atmos audio track for broadcasts and expanded Multiview support across more platforms, including use on iPhone in Dual View.
Liberty Media CEO Derek Chang remarked that having Apple as a potential bidder in various regions adds value to their business strategy—particularly when paired with innovation in the product experience.
What happens next will depend on when F1 rights in other regions come up for negotiation, and whether Apple’s streaming model appeals enough to outbid or partner with established broadcasters. Apple seems ready, but the playing field will be uneven from region to region.
Analytically speaking, Apple’s success streaming F1 in the U.S. signals its growing ambitions in live sports broadcasting. It’s a space often dominated by traditional networks and legacy deals, but streaming is reshaping the landscape globally. If Apple can expand its hold on F1 rights, this could be another move toward redefining how major sports are consumed. Watch whether Apple targets markets with less entrenched broadcast contracts or uses its product strengths—multiview, premium audio, seamless device support—to win the next wave of rights. Apple’s next steps in sports streaming could influence not just rights licensing but how fans expect to experience live events around the world.
