A notable collaboration has formed between Apple and Netflix to distribute Formula 1 content. As reported by The Hollywood Reporter, the agreement enables Netflix to broadcast the Canadian Grand Prix in May alongside Apple TV, while both services will feature the eighth season of the documentary series Drive to Survive.
Produced by Netflix, the show highlights prominent Formula 1 drivers and their teams. The new season launches at midnight simultaneously on the two platforms. Apple's senior vice president of services, Eddy Cue, noted that Netflix has significantly boosted Formula 1's popularity through Drive to Survive, adding that they are excited to extend F1 programming to a wider audience of current and potential viewers in the United States.
The arrangement benefits both platforms substantially. Apple can now offer complementary F1 material to complement its live race broadcasts and broaden the event's audience. For Netflix, this provides access to Formula 1 races in the US market, aligning with its pattern of incorporating live programming regularly.
Last year, Apple acquired broadcasting rights for Formula 1 races in an agreement estimated at approximately $150 million annually. Efforts to increase the sport's visibility have followed, with this Netflix partnership serving as a key component. Apple has also arranged with IMAX for live theater screenings of certain races and reports indicate that Tubi, Comcast, DirecTV, and Amazon Prime Video will gain rights to specific F1 material.
Apple's proactive strategy has prompted Formula 1 CEO Stefano Domenicali to predict that the sport's presence will surpass its previous levels on ESPN. He stated to Racer that it would facilitate reaching new households via innovative methods with high-quality production, which is crucial for the series, and expressed confidence that the Apple partnership would enhance their position in the US.