Apple TV+ sees US F1 ratings surge, weekend viewership climbs across practice, sprint and race

Apple TV+ is already delivering a stronger U.S. audience for Formula 1. After the first three 2024 races, senior vice‑president Eddy Cue said viewership was “way up” versus ESPN last year, with growth across practice, sprint qualifying, sprint race and the Grand Prix.

Why it matters:

Higher ratings justify Apple’s $150 million‑a‑year deal and give F1 a broader domestic platform. A larger, more diverse audience draws advertisers, boosts sponsor value and helps the sport gain ground in a market that has traditionally lagged Europe. The surge also supports Apple’s goal of pulling younger, tech‑savvy viewers into its subscription ecosystem.

The details:

• Ratings jump – Linear TV numbers for the first three rounds beat ESPN’s 2023 figures, showing a clear lift in overall reach.
• Weekend growth – Viewership rose on Friday practice, Saturday sprint qualifying and race, and Sunday race, indicating fans are staying engaged all weekend.
• Demographic shift – Younger fans and more women tuned in, matching Apple’s growth targets and F1’s push for a broader fanbase.
• Financial context – Apple pays $150 million per year, about $60 million more than ESPN’s reported fee, reflecting confidence in the sport’s upside.
• Subscription integration – F1 is part of Apple TV+, no separate sports package needed, simplifying access for existing subscribers.
• Early expectations – Cue emphasized that early metrics already exceed both internal forecasts and the sport’s own expectations.

What's next:

The Miami Grand Prix, the first U.S. round, should boost those early gains. Apple will keep adding interactive features and tailored content to make each race weekend a marquee event for both loyal fans and newcomers, aiming to sustain the upward trajectory through 2024.