Apple is not just building devices anymore. The company is taking center stage in entertainment with the box office success of F1: The Movie and its potential entry into the high-speed world of Formula 1 streaming.
With global earnings surpassing $300 million, Apple Studios has claimed its first theatrical blockbuster. This success is fueling an even bolder ambition: Apple is now actively negotiating for the exclusive U.S. streaming rights to live Formula 1 races, a move that could transform Apple TV+ into a live sports powerhouse.
A Cinematic Milestone for Apple Studios
In just a matter of weeks, F1: The Movie hit $300 million in worldwide earnings. The film outperformed Apple’s previous theatrical efforts, including Napoleon, Killers of the Flower Moon, and Argylle. About 20 percent of its global ticket sales came from IMAX screenings, showing the power of immersive storytelling on the big screen.
According to Comscore’s senior media analyst Paul Dergarabedian, this film marks a substantial turning point. ″F1 is an extremely important movie for Apple and for the industry at large,” he affirmed to CNBC. Further elaborating that F1 proves that a streaming-first company like Apple can also create theater-worthy blockbusters that rival traditional studios.
The Next Move: Formula 1 Live Streaming Rights
Fresh off its cinematic victory, Apple is shifting gears. The tech giant is now negotiating to take over the U.S. broadcast rights to Formula 1 races. These rights are currently held by ESPN, which pays around $85 million per year. That contract is set to expire soon, and Apple appears ready to make a competitive offer.
Citi analysts predict the value of the new deal could reach $121 million annually. With Apple’s entry into the bidding process, some industry observers believe the price tag could go even higher.
This follows a trend in Apple’s content strategy. The company secured rights to stream Major League Baseball’s Friday games in 2022, followed by a long-term global agreement with Major League Soccer.
Formula 1’s Explosive Growth in the United States
Formula 1 has become a rising force in American sports entertainment. The U.S. now hosts three major races: in Austin, Miami, and Las Vegas. The sport’s growing popularity was fueled in part by Netflix’s Drive to Survive series, which made the drivers relatable and the competition thrilling for new audiences.
Since 2018, average race viewership in the U.S. has more than doubled—from 554,000 to around 1.3 million per race in 2024. Key events like Monaco and the Canadian Grand Prix are drawing record numbers.
Liberty Media, the owner of Formula 1, is also preparing to introduce a new team backed by Cadillac and GM in 2026.With this all signs point to Formula 1 becoming a dominant sport in the American market.
Why This Move Matters for Apple
If Apple secures Formula 1 rights, the deal could redefine live sports broadcasting in the U.S. and turbocharge the appeal of Apple TV+.
Key advantages for Apple:
- Subscriber Growth: Live F1 races would draw in millions of new subscribers and boost global engagement on Apple TV+.
- Brand Reinforcement: Associating with a sport that represents speed, tech, and global appeal aligns perfectly with Apple’s image.
- Content Diversification: Adding sports to its lineup helps reduce churn and strengthens Apple’s competitive position in the streaming market.
What’s in It for Formula 1?
Apple brings more than just cash. It offers a global ecosystem and the ability to modernize how fans interact with the sport.
Formula 1 stands to benefit in several ways:
- Expanded Visibility: Apple’s marketing muscle can help F1 reach younger, tech-forward audiences.
- Higher Bidding Power: With new players in the streaming race, rights holders like Liberty Media can command larger deals.
- Enhanced Fan Experience: Apple could introduce multi-camera streams, live data overlays, and interactive features exclusive to Apple devices.
What Comes Next?
If Apple’s bid succeeds, fans could be watching live Formula 1 sessions — including practice, qualifying, and races — directly on Apple TV+ by 2026. This timeline aligns with General Motors–backed Cadillac entering the F1 grid and a forecasted spike in American interest in the sport.
The success of F1: The Movie proves Apple can compete with traditional Hollywood studios. Now, by targeting Formula 1’s broadcast rights, Apple is poised to challenge conventional sports broadcasters as well.
This isn’t just a content play. It’s a vision for the future of entertainment where sports, film, and tech converge in one seamless digital ecosystem.
Apple is doing more than observing the future of media—it is helping shape it. From the box office to the race track, Apple is creating new blueprints for how tech companies can lead in both storytelling and live event broadcasting.
If this strategy continues to succeed, Apple won’t just be competing with Netflix or ESPN, it will be redefining what it means to be an entertainment giant in the 21st century.