Apple’s Formula 1 venture is off to a promising start. Viewership for the Australian Grand Prix on Apple TV was up year over year compared to the previous race which aired on ESPN, according to Apple’s senior VP of services Eddy Cue.
The company secured the U.S. rights last year, with the Australian GP marking the first event under the deal.
Early Success for Apple’s F1 Streaming
Cue noted the positive reception from fans. He stated that the viewership increase for the first weekend exceeded both F1 and Apple expectations.
While Apple declined to provide specific numbers, the previous year’s Australian GP averaged 1.1 million viewers on ESPN.
F1 has become a priority for Apple TV, adding a regular cadence of events throughout the year, and joining MLS and MLB in Apple’s live sports portfolio.
Enhanced Viewing Experience Praised
Apple is leaning into tech for its live coverage. They are offering multiple ways to watch the races, and 4K delivery.
“Fans are loving the enhanced viewing experience, including Multiview, Podium View, driver cams, and the ability to watch Formula 1 in stunning 4K with Dolby Vision for the first time,” Cue said. “The AUS GP also coincided with the biggest week ever for the Apple Sports app since its launch.”
- Enhanced viewing experience
- Multiview and Podium View options
- Driver Cams
- 4K with Dolby Vision
The company is also leveraging different parts of its ecosystem to promote the events, including in Apple News, Apple Music and the Apple Sports app. Apple has also been cutting deals with third parties to expand the reach of the sport, most notably striking a deal with Netflix that will bring Drive to Survive to Apple TV and the Canadian Grand Prix to Netflix.
F1 Film Franchise Grows
Apple had success with the Brad Pitt-led F1 movie last year. Cue cited the F1 movie as one of the big drivers in viewership for Apple TV in December, claiming that the platform “set a new monthly record” for engagement and viewership.
A sequel is growing increasingly likely. Lewis Hamilton, who served as a producer on the film, said that a script for a sequel was already in the works.
With the media rights and now a film franchise, Apple and F1 are connected and incentivized to grow the sport in the U.S. going forward.