Motorsports broadcasting on América from Norte undergoes a complete overhaul with the confirmation of Apple TV as the new exclusive rights holder of The agreement ends the cycle of exhibitions on ESPN and inaugurates a phase focused on digital streaming, positioning the technology giant as the main window into the top category of world motorsport.
This strategic shift redefines F1’s content distribution model, integrating different platforms into a unified ecosystem. The negotiation ensures that, in addition to live coverage by the company of Cupertino, Netflix maintains its relevance in building the sport’s narrative, ensuring specific rights that complement the fans’ experience.
しっかり準備をしましょう – Drive To Survive 週間です!
シーズン8、金曜日にNetflixで配信開始#F1 pic.twitter.com/xdaKT8l0Yl
— フォーミュラ 1 (@F1)2026 年 2 月 23 日
The partnership reflects the growth of interest in motorsport in the Estados Unidos, driven by new digital audiences. The expectation is that the Apple technology will allow for greater immersion, using real-time data and multiple cameras accessible directly from users’ devices.
Values and structure of the billion-dollar contract
The link signed between the category and the streaming platform is expected to last five years, establishing a new financial level for sports rights in the region. Analistas market estimates that the annual value of the contract is around US$1.5 billion, far exceeding previous agreements signed with traditional cable television.
The massive investment seeks to capitalize on the brand’s installed base of devices, offering an integrated viewing experience. The strategy aims to combine the transmission of races with telemetric data and interactivity, creating a premium product that justifies the migration to the exclusive digital environment.
The strategic role of Netflix and live broadcasts
Despite the change in master rights, Netflix ensured its permanence in the speed ecosystem with the renewal of the documentary series “Drive to Survive”. The production, fundamental to the expansion of the fan base in recent years, will have its eighth season released globally next Friday, February 27th.
The streaming platform also obtained an unprecedented concession for live broadcasts within this new agreement. Grande Prêmio from Canadá will be shown by Netflix from this season onwards, creating an exclusive event within the service’s catalogue.
This initiative serves as a laboratory for the company’s future forays into real-time sports broadcasting. The one-off exhibition allows you to test the infrastructure and public engagement in live events, without compromising the entire championship schedule.
Release and premiere schedule
The transition to the new model follows a defined schedule to adapt the public to platform changes. Key milestones of this new alliance include:
– February 26: Formalização public announcement of the technical and commercial partnership between the companies involved.
– February 27: Estreia world championship of the 8th season of “Drive to Survive”, warming up the public for the championship.
– Junho: Transmissão exclusive to the Canadá GP by Netflix, marking the platform’s debut in live racing.
– Temporada 2026-2030: Vigência of the Apple TV exclusivity contract for the Estados Unidos market.
Category leadership positioning
Stefano Domenicali, CEO of Fórmula 1, classified the agreement as a natural step towards the technological evolution of the sport. The director highlighted that the choice for Apple TV was based on the technical capacity to deliver a visually superior product and fluid integration with the digital services ecosystem.
The collaboration between the technology giants promises to eliminate the barriers between live and documentary content. The objective is to allow subscribers to move between the race broadcast and behind the scenes, maintaining engagement throughout the week and not just on the days of Grande Prêmio.