Apple's exclusive Formula 1 broadcast rights for the United States are generating viewership significantly higher than ESPN's previous coverage, according to SVP Eddy Cue, with increased engagement across practice sessions and qualifying in addition to Sunday races. The tech company is paying $150 million annually through its Apple TV subscription service and has already seen growth among younger viewers and female audiences in the first three races of the 2026 season.
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Apple's exclusive Formula 1 broadcast rights for the United States are generating viewership significantly higher than ESPN's previous coverage, according to SVP Eddy Cue, with increased engagement across practice sessions and qualifying in addition to Sunday races. The tech company is paying $150 million annually through its Apple TV subscription service and has already seen growth among younger viewers and female audiences in the first three races of the 2026 season.