Apple TV's First Formula 1 Broadcast Beats ESPN Viewership

Apple's inaugural broadcast of the Formula 1 Australian Grand Prix has exceeded internal expectations and drawn a larger audience than last year's broadcast on ESPN.



The race marked the debut of Apple TV as the exclusive U.S. home for the global motorsport series after Apple secured the media rights last year. Eddy Cue, Apple's senior vice president of Services, told The Hollywood Reporter that the response to the first weekend of racing is "exceeding both F1 and Apple expectations." While the company declined to release specific streaming metrics, it confirmed that the audience was up compared to the 1.1 million average viewers ESPN recorded for the same event last year. The improvement is notable given the difficult late-night timeslot the Australian race occupies for U.S. viewers.


To drive those numbers, Apple has heavily integrated the racing series into its broader software ecosystem. Cue pointed out that the opening race weekend coincided with the biggest week ever for the Apple Sports app since its initial launch. The company also utilized Apple News, Apple Music, and the App Store to direct users toward the live broadcast, positioning the series alongside its existing MLS and MLB sports offerings.

The live feed itself leverages Apple's streaming infrastructure to offer multiple viewing angles. Subscribers had access to 4K video with Dolby Vision, which is a first for the sport. Cue highlighted that fans are responding well to the technical additions, specifically highlighting the popularity of the customizable Multiview interface, Podium View, and onboard driver cameras.

Apple is attempting to build a sustainable U.S. fanbase ahead of upcoming races in Miami and Montreal that feature much friendlier domestic timeslots. To expand its reach further, the tech giant recently established a partnership with Netflix that brings "Drive to Survive" to Apple TV while allowing the Canadian Grand Prix to stream on Netflix. The company is also bringing five of the sport's biggest races live to IMAX theaters across the country later this season.

This push into live racing builds on the momentum of Apple's recent F1 feature film starring Brad Pitt. The movie drove significant viewership for the streaming platform late last year and picked up several Critics Choice Awards prior to earning an Academy Award nomination for Best Picture. Following that strong reception, driver and producer Lewis Hamilton confirmed at the Australian Grand Prix that a script for a sequel is already in development.