Apple TV plots next step after F1 deal: ‘There’s a huge opportunity’

Apple TV has seen a significant ratings increase for Formula 1 in the United States after becoming the championship's exclusive broadcaster in 2026. According to Apple Senior Vice President of Services Eddy Cue, viewership for the opening three races was way up compared to last year's linear TV numbers, with audience engagement extending across the entire race weekend rather than just Sunday.

Why it matters:

• F1 is still relatively small in the U.S. compared to established sports like the NHL and MLB, but it's attracting a much younger and increasingly female audience. Cue calls this a "huge opportunity" for exponential growth, not just incremental gains.
• Apple TV's shift from linear to streaming has already boosted exposure, and the company is now looking to deepen fan engagement through cinematic experiences and potential content extensions.

The details:

• Ratings for the first three races of 2026 were significantly higher than 2025's linear TV figures, with strong interest in practice and qualifying sessions as well as the races.
• Cue highlighted that female viewership on Apple TV is growing exponentially, both among younger and older demographics.
• To further build popularity, Apple TV will broadcast select Grands Prix in IMAX theaters across the U.S., starting with the Miami Grand Prix on May 3. The lineup includes Monaco, Silverstone, Monza, and Austin.
• Additionally, talks have begun about a sequel to the blockbuster "F1: The Movie," with Apple CEO Tim Cook confirming internal discussions following the film's commercial success.

What's next:

• The first IMAX screening for Miami opens on April 10, with five races planned for 2026. If successful, the program could expand.
• A possible "F1 2" movie would continue the story of Sonny Hayes and the APXGP team, further boosting mainstream interest in the sport.
• Apple TV aims to turn casual viewers into dedicated fans, leveraging both live races and entertainment content to grow F1's U.S. footprint.