F1’s High-Stakes Media Deal with Apple TV

F1’s High-Stakes Media Deal with Apple TV

Formula 1 (F1) has inked a $140 million annual deal with Apple to broadcast races in the United States. This move is seen as F1’s attempt to capitalize on the growing popularity of motorsports and Apple’s vast global reach. However, the success of this partnership remains to be seen, given the mixed results of similar deals previously made by Apple TV.

Previous Apple Media Deals: A Mixed Bag

The agreement with F1 mirrors previous deals struck by Apple TV, including exclusive rights for MLB and MLS. In both cases, despite significant financial investments, there has been limited success in driving growth or engagement among fans. With MLB, the league secured $85 million annually for Friday night doubleheaders, but these games have not significantly boosted viewership or excitement. Similarly, Apple’s investment of over $250 million a season for MLS rights (minus production costs) failed to generate substantial buzz, despite securing high-profile signings like Lionel Messi.

Insufficient Evidence of Growth

According to Nielsen data from August 2025, Apple TV’s streaming numbers are far lower than those of major competitors. Netflix accounted for 8.7% of total TV and streaming consumption, while Amazon Prime stood at 3.9%. In contrast, Apple TV was listed under “Other,” with just 0.35%, trailing even Samsung TV by a significant margin. This lack of growth raises questions about the effectiveness of Apple’s media strategy.

Implications for F1’s Future

F1 is at an intriguing point in its history, where it could potentially grow further if viewers can be persuaded to watch races on Apple TV. However, the current arrangement may not provide enough incentive for casual fans to make the switch from traditional broadcast channels or other streaming services.

Optimism vs. Skepticism

While F1’s recent rise and Apple’s innovative reputation might suggest a successful partnership, there is no concrete evidence of growth in live sports viewing through Apple TV. For die-hard fans, the high-quality broadcasts and excellent picture quality will continue to provide value. However, for existing fans who are invested in the sport, this deal may be enough, as F1 will remain easily accessible.

Despite the optimistic outlook, the absence of proof of concept casts a shadow over Apple’s ability to significantly grow viewership or engagement. Whether this partnership will lead to long-term success remains to be seen, and it will require careful monitoring to assess its impact on both F1 and Apple TV’s overall media strategy.

Conclusion

The high financial offer from F1 does not guarantee a successful outcome for the sport or Apple. The success of this deal hinges on Apple’s ability to effectively promote the races and drive fan engagement through its platform. As F1 navigates this new partnership, it will be crucial to continuously evaluate the impact of these media deals on both the sport’s growth and Apple TV’s streaming capabilities.