Liberty Media CEO Derek Chang reports that the switch to Apple TV for U.S. Formula 1 broadcasts has shown promising initial results, with no backlash from fans. The partnership aims to enhance fan engagement and viewing experience.
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U.S. F1 Fans Not Lashing Out Over Apple TV DealBryn Lennon - Formula 1 - Getty Images
Liberty Media CEO Derek Chang says that initial results of Formula 1âs switch to Apple TV as its U.S. broadcast partner have been âpromisingââand he says thereâs been no âoutlashâ from fans who might be resistant to changing where they watch the sport.
Apple took over American TV duties from ESPN starting this year, with a promise to give more access to fans and use its multiple platforms and massive pockets to help to promote the sport. Last weekendâs Miami Grand Prix was the first race in America since the deal began, following three races in Australia and Asia that didnât land at a favorable time slot for Apple's U.S. viewers.
âThe initial results have been promising,â Chang said on Thursday in a call with Wall Street analysts. âOur partnership with Apple and its tech-forward platform is already delivering early innovative enhancements to our F1 product, with multi-view, data feeds and onboard features, creating a more engaging viewing experience for our fans. Viewership increased through the first three races of the year. Fan engagement is up.â
Chang noted that Appleâs wide reach is already showing benefits and attracting new fans. âWe're attracting a younger and more female audience, and we're seeing expanded reach across the vast Apple ecosystem,â he said. âAlongside Apple, we rolled out a series of dedicated marketing activations that significantly amplified the Miami race across both the city and the country, including nationwide Apple store retail pit stops, Apple Maps integration, and the launch of new original F1 programming over the race weekend.â
The initial results have been promising, with increased viewership and fan engagement reported.
Formula 1 switched to Apple TV to leverage its technology and resources for better fan access and engagement.
Fan engagement has increased since the Apple TV deal, with innovative features enhancing the viewing experience.
Apple TV offers multi-view, data feeds, and onboard features to create a more engaging viewing experience for fans.
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Apple senior vice president of Services Eddie Cue and president and CEO of Formula 1 Stefano Domenicali at the Apple TV Press Day on February 03, 2026.JC Olivera - Getty Images
He insisted there's been a good reaction to the new arrangement from existing F1 fans in the U.S. âI think that what we see now is the viewing across all segments of sort of the race weekend has been very strong. I think that Apple has done a great job of bringing people to the ecosystem," Chang said. "On the risk mitigation side, I think probably anytime you change broadcast partners, you always run the risk of having a lot of fan outlashâthat they can't find it, or things like that, or it's not as good. And we haven't had any of that. In fact, it's been to the positive in terms of how consumers have been interacting with the product, with the viewingâand the commentary out there has been it's been a good experience for them.â
With a sample of just four races thus, far F1 CEO Stefano Domenicali stressed that the relationship with Cupertino is a long-term deal that he believes will gather momentum. âWe don't have to forget two things,â said the Italian: âOur fan base is younger, and there are a lot of femalesâaround forty percent in the U.S.âand thatâs why we do believe that Apple will guarantee to them a much more suitable way to live that experience."
"We don't have to forget that the other positive effect of what is a journey that just happened, that we just did only four races; and of course, it will be a long deal. So every weekend, there is something that we learn, and [we] will improve. There is the possibility, as it has happened, for Apple, to use different platformsâIMAX, stores, and other activations that have been doneâwhich will generate more interest and more followers. And I would say it's a more dynamic way to live our sport.â
Dom Gibbons - Formula 1 - Getty Images
He added, âThere is a tremendous effort on Apple also to deliver some new technical content. And this is a long-term journey, that so far has been very, very successful, because we are just at the beginning of a new journeyâwhere I would say, of top of the four races, the first three were not really let's say, time-friendly, for the U.S. market.â
He stressed that the deal has the full backing of Appleâs top management. âWe do believe that this is just the beginning of something that will create even more attention for the futureâand which I can confirm, because Eddy Cue [senior VP of services] was present in MiamiâApple is full on board. Full on board, confirmed by Eddy Cue; but also the future CEO of Apple [John Ternus], who is a racing fan.â
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