Questions about viewership haven't cooled Formula 1's enthusiasm for Apple TV, with the sport's president and CEO hoping to extend its U.S. broadcasting partnership beyond 2030.
Liberty Media president and CEO Derek Chang told Axios at an October 22 event in Austin, TX that F1 intends to see its five-year agreement through and hopes the partnership continues afterward. Chang said Apple has performed even better than the company expected.
Chang wouldn't confirm whether the contract includes an opt-out provision that could allow F1 to leave the agreement early. However, he dismissed the question as a moot point because Liberty Media considers Apple a strong partner.
Apple secured exclusive U.S. broadcasting rights in October 2025, replacing ESPN beginning with the 2026 season. The agreement covers every Grand Prix, qualifying session, sprint race, and practice session through 2030.
The deal is reportedly worth between $140 million and $160 million annually, compared with approximately $90 million under ESPN's previous contract. Neither company has publicly confirmed the financial terms, and Chang's latest comments don't amount to a contract extension.
Questions remain about Apple's Formula 1 audience
F1 executives have praised the partnership since its debut, but independent measurements have raised questions about its audience reach. An August analysis examined Samba TV data suggesting that household reach had fallen sharply for several races, including Miami and Monaco.
Those figures don't capture every viewer watching on Apple devices. The comparisons also have limitations because several 2025 races aired on ABC, giving them broader television exposure before F1 moved exclusively to Apple's streaming service.
Apple and Formula 1 have reported stronger results using different measurements. Apple's senior vice president of services, Eddy Cue, said in September that race-day viewership had grown by double-digit percentages compared with ESPN's final season, with particularly strong growth on Saturdays.
Formula 1 also reported in July that total U.S. viewing hours had increased 13% year over year. However, household reach, total viewing hours, and average audiences measure different things, and the available figures don't establish Apple's complete U.S. audience size.
Chang argued that traditional television ratings don't capture the full value of Apple's partnership. Fans can follow Formula 1 through Apple News, Apple TV, Apple Sports, and other services without necessarily watching every race.
Before the 2026 season, Apple outlined plans to promote Formula 1 across its apps, services, and hardware. The company's race coverage also includes Multiview, onboard camera feeds, and live race data.
Apple has also expanded Formula 1's distribution beyond its own streaming service. Netflix simulcast the 2026 Canadian Grand Prix in the United States, while select races have been shown live in IMAX theaters.
Chang said Apple's role as both broadcaster and distribution platform gives it freedom that traditional television contracts often restrict. Deals with Netflix and IMAX show how Apple can bring Formula 1 to audiences beyond its own streaming service.
