Apple TV and Netflix strike content-sharing deal for F1 in the US
In a major move for F1's US media strategy, new broadcaster Apple TV and Netflix have agreed to share content. Netflix will stream the 2026 Canadian GP live, while Apple TV will carry the popular 'Drive to Survive' docuseries, aiming to maximize the sport's reach across two of the biggest streaming platforms.
Apple TV, F1's new US broadcaster from 2026, has partnered with Netflix to share key content, including live coverage of the 2026 Canadian Grand Prix on Netflix and the latest season of Drive to Survive on Apple TV. This cross-promotional move aims to leverage both platforms' massive subscriber bases to boost F1's profile in the crucial American market following Apple's landmark $150 million-per-year broadcast rights deal.
Why it matters:
This collaboration between two streaming giants represents a strategic shift in how F1 content is distributed and consumed in the United States. By placing live races on Netflix and the popular docuseries on Apple TV, F1 is betting on accessibility and cross-platform exposure to accelerate its growth in a market it has long targeted for expansion, moving beyond traditional cable bundles.
The details:
- The core of the deal is a content swap: Netflix will stream all sessions of the 2026 Canadian Grand Prix live, while Apple TV+ will carry Season 8 of Drive to Survive, which premieres on February 27.
- Apple TV secured the exclusive US broadcast rights starting in 2026, taking over from ESPN in a five-year deal valued at nearly $150 million annually.
- F1 CEO Stefano Domenicali emphasized the strategic fit, stating the U.S. is a key market for growth in "interest, awareness, and business." He highlighted Apple's suite of tools and platforms as ideal for engaging a mature streaming audience.
- Domenicali also noted that existing F1 TV subscribers will be able to access Apple TV content as part of their package, effectively getting more value for a lower cost.
What's next:
This partnership sets a new precedent for sports media distribution, blending live event coverage with behind-the-scenes storytelling across competing platforms. If successful, it could pave the way for similar hybrid models in other sports. The immediate focus will be on the execution of the 2026 Canadian GP broadcast on Netflix—a major test for streaming live, top-tier sports—and measuring the synergistic boost in viewership and subscriber engagement for both F1 and the platforms involved.