How ESPN rode the F1 wave in the US and what Apple inherits in 2026

Apple has secured the exclusive rights to stream Formula 1 in the United States starting in 2026, outbidding ESPN with a five-year deal. After seven years of broadcasting the championship, ESPN's tenure will come to an end, but not without seeing a substantial increase in viewership over these years.

ESPN acquired broadcasting rights in 2018 for free, a year after Liberty Media's acquisition of F1. The Disney-owned broadcaster sensed an opportunity with the series valued at $8billion when it was acquired by the media company, and while the deal turned from a big fat zero into a contract worth a reported $90million a year, it has been a fruitful relationship for both sides.

"I think without their voice we wouldn't be irrelevant, as we are today, and therefore that's why I thank them for what they did so far," F1 CEO Stefano Domenicali said. "They're going to do up to the end of the year. They were instrumental for our growth, together with the choice of our promoters, together with the choice of the other stakeholders that are present in the US.

"So they were important for our growth. That's why, in life, never forget who invested in you, who believed in what we did. Because many years ago, there were not so many that would have bet any money on the growth that we are having in the US. So a big thanks to them."

Current races average 1.3 million viewers, double that of 2018 figures, but with the broadcaster being more selective about its investments and no longer interested in fronting the amount of money F1 wanted for the rights, Apple will adopt the success ESPN has so far been enjoying as the US becomes even further ingrained in the championship.

But the growth of F1 in the US wasn't all ESPN's doing. Instead, the company surfed a sudden boom in popularity as other factors fell into place over the years.

The Liberty Media effect

Paddock atmosphere

Photo by: Sam Bloxham / Motorsport Images

Liberty Media's takeover saw a substantial change in how F1 marketed itself, especially to the American market. Under the previous regime, it focused on European viewership for the most part. But Liberty Media started to prioritise digital marketing in the shape of social media, opening the doors to fans who previously felt they'd been shut out and resonating particularly well with a young, US audience.

Its social media accounts have grown to 107.6 million followers, up from just 18.7 million in 2018, and influencer and celebrity race attendance has boosted the reach of F1 even further than that. Lowering the walls surrounding F1 and allowing fans more behind-the-scenes access has been instrumental in its growth. 

The Netflix effect

Netflix's Drive to Survive docuseries has been one of the largest factors in F1's recent growth. Launched in 2019, it suddenly allowed international viewers unfiltered access to their favourite teams and drivers. While it's come under fire for bending the truth, there's no doubt that this production has been incredibly important for the health of F1. 

Most importantly, the docuseries introduced millions of Americans to the personalities behind the steering wheels, creating an all-new generation of fans who now avidly consume F1 content. 

The value of a US audience

Apple's winning bid proves the value of a US audience. Motorsport.com understands it to be worth $140million a year, the deal is one of the highest-value agreements in US media. Adding F1 alongside Major League Soccer and Major League Baseball, Apple is adding to its already premium offerings, introducing subscribers to its already vast and popular ecosystem of products and subscriptions. 

US residents have the highest amount of disposable income per capita at $62,772 as of 2023, and according to Civic Science, American F1 fans are most likely to be earning between $50,000 and $100,000 annually. For this reason, the US market suits the upmarket and luxury partners of F1, such as LVMH, as well as the offerings Apple can bring to the table. 

From left, Gary Fegel, Toto Wolff, Eddy Cue, and Werner Brell pose for a photo during Autosport Business Exchange New York, a Motorsport Network event at Classic Car Club Manhattan on October 15, 2025 in New York City.

Photo by: Photo by Pamela Smith/Getty Images

Starting in 2026, Apple inherits an American audience that has already been grown by Liberty Media's efforts and cultivated by ESPN's consistent broadcasting. Now it looks to leverage this popularity, build on it, and present a broadcasting quality fans expect from such a behemothic technology company. 

"I think some of the things that we do together will make all of the broadcasts around the world because of the fact that everything is centralized through F1 and our work together that we do, I think everyone benefits from, and I think that's a great thing of a part of this," Eddy Cue, senior vice president of services, said. "As I said, where it leads. I don't worry too much about that. I think we've got a lot to do here and we'll see where everything leads."