Apple TV bullish on F1 expansion: 'There is a huge opportunity'

Starting from the 2026 season, Formula 1 entered a new era in the United States after Apple TV officially became the championship’s exclusive broadcasting partner. The agreement sees the streaming platform take full control of F1 coverage, replacing ESPN after its long-standing run with the series. Under the new deal, Apple TV now provides American viewers with access to every on-track session throughout the weekend, including practice, qualifying and races, while also offering additional viewing options such as onboard footage, team radio communications and dedicated live feeds.

Speaking to Autosport, Cue revealed that Formula 1’s viewing figures on Apple TV had already seen a significant increase compared to the numbers recorded on traditional television during the opening three races of the season. He also highlighted how audience engagement had extended across the entire race weekend rather than being limited to Sunday alone, pointing to strong interest in practice and qualifying sessions as well.

As reported by RACER, Cue also pointed to the enormous growth potential Formula 1 still has in the United States despite competing against long-established sports such as the NHL and Major League Baseball. He highlighted how the championship has been attracting a significantly younger audience on Apple TV, with female viewership in particular seeing a sharp increase.

In another move aimed at strengthening Formula 1’s popularity in the United States, Apple TV recently confirmed that selected Grands Prix from the 2026 season will be broadcast live in IMAX cinemas across the country. The project will give fans the chance to follow races such as Miami, Monaco, Silverstone, Monza and Austin through a large-scale cinematic experience featuring enhanced sound and visuals.

The first IMAX screening was scheduled for the Miami Grand Prix on May 3, before the programme continues with Monaco in June and Silverstone in July. After the summer shutdown, Monza and Austin will complete the five-race line-up later in the year. Sales for tickets to the Miami screening officially opened on April 10, marking the start of the initiative in the US market.

F1: The Movie director Joseph Kosinski has confirmed that talks have already begun regarding a possible sequel to the hugely successful Brad Pitt-led production, with early concepts reportedly focusing on the future of Sonny Hayes and the continued journey of the fictional APXGP team.

Interest in expanding the project has also been echoed at Apple level, with CEO Tim Cook admitting that internal discussions are currently taking place following the film’s impressive commercial success. Cook praised both the cast and production team behind the blockbuster, highlighting Pitt’s role in particular while expressing Apple’s enthusiasm about potentially continuing the franchise after its strong impact as one of the summer’s standout hits.