Netflix and Apple TV Team Up for Formula 1 Content

Netflix is scheduled to broadcast the Canadian Formula One Grand Prix live to viewers in the United States during May. This live coverage forms one component of a broader content arrangement. The agreement also includes the eighth season of the popular docu-series 'Drive to Survive', which will become available for streaming on Apple TV.

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Apple TV has assumed the role of the exclusive U.S. broadcaster for Formula One, taking over from Walt Disney's ESPN for the current racing season. This new position involves providing live coverage for all 24 rounds of the Formula One championship. The transition marks a significant change in the distribution landscape for Formula One content within the U.S. market.

And streaming giant Netflix had previously been a contender for these U.S. broadcasting rights, according to various media reports published last year. The eighth season of 'Drive to Survive' offers exclusive behind-the-scenes access throughout the 2025 Formula One campaign. This season of the docu-series, which chronicles the racing world, is set to launch globally this season.

The 2025 Formula One campaign saw McLaren and Lando Norris achieve success. The new Formula One season itself commenced in Australia in Mar. This season incorporates three scheduled rounds within the United States, underscoring the market's importance to the sport's global strategy.

But Apple's Senior Vice-President of Services, Mr Eddy Cue, addressed reporters on a video conference, discussing aspects of the new arrangement. Mr Cue stated that certain select races and practice sessions would also be made available to audiences without charge throughout the season. He did not provide further specific details regarding these complimentary broadcasts.

Mr Cue characterised the relationship between Formula One and Apple TV as a "true partnership" during his remarks. He articulated that this partnership's intention was to amplify the sport across all Apple services. Mr Cue also credited Netflix with playing a "pivotal role" in the growth of Formula One since the initial launch of its 'Drive to Survive' programme.

So, Mr Cue further conveyed the organisation's excitement about making Formula One content more broadly available. This expanded availability targets both new and existing U.S. fans across both the Netflix and Apple TV platforms. The objective is to widen the audience base for the sport.

Formula One's Chief Media Rights and Broadcast officer, Mr Ian Holmes, offered his perspective on the market shifts. Mr Holmes noted that ESPN had previously taken Formula One in the United States, identifying it as a key market, to a new level with their comprehensive coverage. He then described the new relationship with Apple as "the next big iteration" for the sport's development in that region.

And Mr Holmes observed a notable demographic shift in Formula One's audience. He specified that the sport's viewership is experiencing growth among younger demographics and a more significant female presence. He further highlighted that this specific audience composition is particularly well represented within the U.S. market.

Mr Holmes conveyed that Formula One management perceives its relationship with Apple as the most forward-looking strategy available. This assessment considers the various methods through which Apple is capable of offering its content to consumers. The organisation thus believes this partnership aligns with its strategic goals for audience engagement.

• Netflix will broadcast the Canadian Formula One Grand Prix live to U.S. viewers in May.

• Season eight of 'Drive to Survive' will be available on Apple TV as part of the content arrangement.

• Apple TV has become the exclusive U.S. broadcaster for Formula One's 24 rounds, succeeding ESPN.

• Formula One leadership views the Apple partnership as a strategic step for audience growth.

• Netflix had previously sought the U.S. broadcasting rights, according to media reports.

  
  

Source: Reuters