Formula 1’s decision to partner with Apple in the United States is less about switching broadcasters and more about aligning with the dominant mode of media consumption in its most competitive growth market.
Speaking during a media briefing attended by Sector, F1 President and Chief Executive Officer Stefano Domenicali framed the agreement as a strategic step designed to accelerate growth in an area he believes still holds significant untapped potential.
The sport has expanded rapidly in the US over the past five years, adding races and deepening commercial ties. Yet while linear television audiences have grown, broader viewing habits in the US have shifted even more decisively toward digital platforms.
Roughly 83 % of US adults now watch content via streaming services, according to Pew Research. Formula 1 averaged around 1.3 million viewers per race across ESPN’s networks last season – a record for the sport in the US, but still modest compared with the scale of streaming adoption in the market.
Against that backdrop, a dedicated streaming partner with experience in the live sport market represents a logical progression, with Apple signing a five-year deal to host F1 in the US from 2026 onwards.
“When we are talking about Apple in the US, we are talking about a new partner of Formula 1 that is believing in us,” said Domenicali.
“There is a great plan of being the protagonist of the growth in the US through their channels, through their applications, through their way of pushing a product that is not only technological, but is a new tool of connectivity.”
In a market where streaming is now the default for more than 80 percent of adults, reach is determined less by channel position and more by integration across devices, subscriptions and digital environments.
Domenicali reinforced that point by positioning Apple as a multi-platform partner rather than solely a broadcast distributor.
Apple will be pushing to use all their tools that they have with all the different applications, platforms that they have, not only in terms of Apple TV.
Stefano Domenicali
“Apple is in the hands of the majority of people because it allows everyone to be connected. We want to be connected and relevant and that’s where we believe that we took the right decision to go in this direction.
“Apple will be pushing to use all their tools that they have with all the different applications, platforms that they have, not only in terms of Apple TV. All our F1 subscribers can connect with Apple TV, being part of their offers, spending less and there will be a lot of content that they’re going to push.”
Perhaps one example of that came on Thursday. From small-screen streaming to the theatrical-sized screenings, Apple announced a partnership with IMAX to show five races in 2026.
The Crypto.com Miami Grand Prix, Louis Vuittion Monaco Grand Prix, Pirelli British Grand Prix, Pirelli Italian Grand Prix and the MSC Cruises United States Grand Prix will all be aired live in select IMAX theatres across the US.
In terms of the integration strategy, Domenicali beleives it is particularly relevant given the changing profile of the sport’s audience.
“Our generation (of fans) are younger, younger and younger in US. We are very young, and 40% is female, 60% is male today. So we believe that is the right angle to push in that dimension specifically,” he said.
“US markets for sure are markets where we can see the potential growth in terms of interest, in terms of awareness, in terms of business.
“We do believe that the partner that we have chosen in the world of streaming is the right one, if you consider that the American market in terms of streaming is one of the most mature ones, if you compare with others like Europe or other ones.”
