Formula 1 is looking to rev up its growth in North America, and it’s counting on a partnership with Netflix and Apple to drive its popularity. The sport has already seen success with its documentary series “F1: Drive to Survive” on Netflix, which has attracted a younger and more diverse audience. Now, Apple TV has snagged the exclusive US broadcasting rights for F1, outbidding ESPN with a deal worth $150 million annually. As part of the partnership, Netflix will stream the Canadian Grand Prix live in the US, while Apple TV will offer exclusive coverage of all 24 races.
F1’s global audience is around 800 million, but only 52 million are in the US, so there’s plenty of room for growth. The sport is also banking on its presence in Latin America, with drivers like Franco Colapinto, Sergio Perez, and Gabriel Bortoleto helping to boost interest in the region. With three Grand Prix races already happening in the US, F1 is optimistic about its chances of becoming a major player in North American sports.
