Netflix to broadcast first live F1 race in U.S. through Apple TV deal

Netflix will air its first-ever live Formula 1 race this season, broadcasting the Canadian Grand Prix to U.S. audiences as part of a landmark content-sharing agreement with Apple TV. In return, Apple TV will stream the new season of Netflix's hit docuseries Drive to Survive on its platform in the United States, marking an unprecedented collaboration between two major streaming rivals to capture the growing American F1 market.

Why it matters:

This deal represents a strategic shift in how major sports rights are distributed, moving from exclusivity to strategic partnership to maximize reach. By leveraging Netflix's massive subscriber base for a key live event and Apple TV's platform for the popular docuseries, both companies aim to cross-pollinate audiences and accelerate F1's growth in the critical U.S. market, which has seen a massive surge in popularity since Drive to Survive premiered.

The details:

• The agreement centers on the 2024 Canadian Grand Prix in June, which will be available live on Netflix in the U.S., breaking the platform's tradition of only offering pre-recorded F1 content.
• In exchange, Apple TV secures the U.S. streaming rights for the upcoming season of Drive to Survive, a key acquisition to attract fans to its new, dedicated F1 streaming service.
• Apple's F1 Experience: Subscribers to Apple's service will not receive the standard international broadcast feed. Instead, they will have a multi-view hub with up to four simultaneous streams, including driver tracker channels, data feeds, and unique "podium channels" that automatically follow the top three drivers' onboard cameras.
• Team-Specific Channels: The service will offer bespoke team channels, allowing fans to watch the international feed alongside all team radios and onboard cameras for their favorite constructor.
• Accessibility: While most races will require an Apple TV subscription, the company is finalizing plans to make select events free-to-watch on its platform. The streaming service Tubi is also part of broader access deals to show some races.

What's next:

This collaboration sets a new precedent for sports media partnerships. If successful, it could pave the way for similar shared-rights deals in other sports or regions.

• The immediate focus is on the execution of the Canadian GP broadcast on Netflix and the rollout of Apple's sophisticated viewing platform, which F1's Ian Holmes claims will offer U.S. fans an experience "they won't have been served... ever before."
• The long-term impact on U.S. viewership numbers and subscriber growth for both platforms will be the ultimate measure of this unconventional alliance's success.