Over the last few years, Formula 1 has become one of the clearest examples of how a global sports property, in its perpetual arbitration between rights value and exposure, can strategically distribute its media rights across pay TV, free-to-air, and streaming platforms. The latest example is the choice of Apple TV as the new exclusive home of Formula 1 in the U.S. since the beginning of the new 2026 season, marking a major step in the platform’s ambition to position itself as a key sports broadcaster. This move comes just as Apple adjusted its strategy with Major League Soccer. The landmark streaming-only deal, which started in 2023, centralized all matches on Apple TV but faced challenges in scaling audiences as it required an additional paywall through the MLS Pass subscription. For this new season, Apple opted for the removal of the MLS Pass, with all MLS games now available to every Apple TV subscriber. Over the past few years, the likes of Netflix, Amazon, Apple, and Roku have acquired multiple rights to major US sports leagues. Aggregation tools were launched to mitigate fans’ frustration with sports rights fragmentation, like the Vizio Sports Zone or the Roku Sports Experience. But Apple’s exploitation of F1 rights deserves to be analyzed beyond the streamer side of it. Instead of taking over production, Apple is acting as a distributor. The races themselves still come from Formula 1’s own broadcast teams and partners like Sky, while Apple focuses on delivery with features such as the Multiview. In the last few years, we have seen similar agreements multiply. For instance, DAZN, besides acquiring top-tier rights in its core markets, consolidated its position as the ultimate sports aggregator by reaching deals with FIBA or NFL to distribute their respective OTT platforms Courtside 1891 and NFL Game Pass. Such collaboration has to be seen in the light of a growing need for rights owners to retain more control over editorial coverage and benefit from DAZN’s established distribution channels. For DAZN, it brings the opportunity to offer an expansive library of quality content from different sports in a seamless way for the fan. In a similar way, access to F1 TV is included as part of the Apple TV subscription, and most of the content remains only available through the F1 TV app, satisfying hardcore F1 and potentially more casual fans. With the MLS viewership issue in mind, Apple has implemented measures to boost exposure with free practice sessions and no additional paywall. The most unusual move, though, is Apple’s willingness to collaborate with streaming rivals. Indeed, Apple agreed with Netflix to share Drive to Survive’s new season and co-broadcast the Canadian Grand Prix. This will help Apple use...
