Formula 1 has defended its decision to move exclusively to Apple’s streaming platform from 2026. The move signals that the series believes it will become a higher-priority partner than it was under ESPN’s U.S. television deal.
F1 Backs Streaming Gamble While Quietly Critiquing ESPN’s Coverage
The move marks a major shift for F1, which will exit traditional television entirely in the American market. While the decision has been viewed by some as a gamble, F1 executives are confident that the sport will benefit from a more unified viewing experience under Apple.
At the center of F1’s reasoning is frustration with how its content has been distributed across ESPN’s network of channels. Practices, qualifying sessions, and races have frequently aired on different ESPN platforms, such as ABC, ESPNEWS, and ESPN3, depending on scheduling conflicts.
F1 chief broadcast executive Ian Holmes acknowledged that not every session is naturally primetime viewing but said that the fragmented coverage has hurt the sport’s ability to grow.
“I’m not going to pretend that Friday practice in the middle of the afternoon is box office television,” Holmes said. “But if it’s on ESPNEWS and then the next session is on ESPN College and then ESPN3, it doesn’t help discoverability.”
That lack of consistency, Holmes believes, has made it harder for casual fans to follow along with the sport, even as its popularity has surged in the U.S. in the last few years. With Apple streaming, every session will be live in one place. Thus, it eliminates the need for viewers to figure out where each broadcast is airing.
Beyond distribution, Holmes emphasized that Apple’s brand identity also played a significant role in the decision.
“I think what’s interesting to us is the sort of DNA of the company,” he said. “What are they well known for? The iPhone, but it’s more than that, technology, the experience, the style, the style backed up with the substance. And I think a lot of that you could apply to Formula 1. It’s a really good brand fit.”
F1 sees strong alignment between Apple’s emphasis on premium design, innovation, and user experience and its positioning as a technologically advanced, global sport. Holmes also pointed to Apple’s enthusiasm as a differentiating factor, noting that the tech giant’s level of commitment stood out during negotiations.
“Other things were their enthusiasm. That shouldn’t be overlooked,” Holmes said, referring to Apple’s eagerness to invest in the product and presentation of Formula 1.
The Apple deal is expected to centralize all F1 content, making it easier for new-age fans to engage with the sport while giving existing viewers a more seamless experience. The sport also believes this approach is better suited to modern consumption habits, which favor streaming over traditional television.
