The future of F1 TV in the United States is looking uncertain as Apple reportedly nears a $150 million per-year deal with Formula 1. This potential partnership raises questions about the future of the motorsport's own streaming service, F1 TV, which currently offers American subscribers ad-free access to all F1 sessions, team radios, onboard cameras, and non-race programming for $85 per year.
The deal with Apple, a tech giant with a market capitalization exceeding $3 trillion, could significantly alter how F1 is consumed in the U.S. market. Experts suggest that Apple is unlikely to host two similar and competitive products on its platforms. This raises concerns about the potential cannibalization of F1 TV's customer base.
The Evolution of F1's Media Strategy
F1 TV's existence is closely tied to Formula 1's evolving media strategy. In 2017, after Liberty Media acquired F1, the company launched its over-the-top streaming service to connect directly with fans. This desire to bypass traditional television channels led F1 to end its broadcast relationship with NBC and sign a deal with ESPN that initially didn't include a rights fee.
Fueled by improved social media engagement, the popularity of Netflix's "Drive to Survive," and F1 TV, Formula 1 aimed to become a more multimedia organization. However, the landscape is shifting again with Apple's potential entry. Apple's substantial bid for U.S. broadcast rights, reportedly double ESPN's current deal, signals a significant shift in the market. ESPN has apparently conceded, allowing Apple to potentially secure the rights starting in 2026.
Apple's Strategy and the Future of F1 Viewing
Apple's interest in F1 broadcast rights follows the success of Apple Studios' "F1: The Movie," which has already generated over $300 million worldwide. Apple is betting that the movie's popularity will attract new viewers to Formula 1 races. Whether F1 TV can coexist with Apple's broadcast rights remains to be seen, but significant changes appear to be on the horizon for how U.S. fans experience Formula 1.
Potential Outcomes for F1 TV
- F1 TV could become a niche product with limited features in the U.S.
- Apple could integrate F1 TV's best features into its own streaming platform.
- F1 TV could be phased out entirely in favor of Apple's offering.