Formula 1’s move to Apple TV avoided the backlash feared


Apple has big plans for its F1 streaming service. Image source: Apple

Apple and Formula 1 executives say streaming races on Apple TV has boosted U.S. viewership and engagement, easing fears that the switch from ESPN would drive fans away.

Liberty Media CEO Derek Chang said that Formula 1 hasn’t faced the “outlash” executives feared after shifting U.S. broadcast rights to Apple TV in 2026. Chang reported stronger engagement, higher viewership, and positive consumer reaction during early race weekends despite the transition from traditional cable distribution.

“The initial results have been promising,” Chang said during a Wall Street analyst call. He credited Apple’s “tech-forward platform” and new viewing tools, including multiview layouts, data feeds, and onboard camera features, for helping create a more immersive Formula 1 experience.

The comments arrive just months after Apple replaced ESPN as Formula 1’s exclusive U.S. broadcaster under a five-year agreement reportedly worth between $140 million and $160 million annually.

Apple’s deal marked one of the most aggressive sports-rights pushes in the company’s history. Alongside live race coverage, the company committed to promoting Formula 1 across Apple News, Apple Maps, Apple Music, Apple Fitness+, retail stores, and other services inside its ecosystem.

Chang said Apple used its retail stores, apps, and services to heavily promote Formula 1 around the Miami Grand Prix through nationwide Apple Store campaigns, Apple Maps race integrations, and new race weekend programming. Apple turned the Miami event into a company-wide marketing push across several of its biggest consumer platforms.

Formula 1’s younger audience aligns with Apple’s strategy

Formula 1 executives say Apple’s platform is helping the sport pull in younger viewers and more women in the United States. Liberty Media CEO Derek Chang said Apple’s reach is already attracting “a younger and more female audience” as the company expands Formula 1 across its ecosystem.

CEO Stefano Domenicali said women now make up roughly 40% of the sport’s U.S. fan base. The demographic shift has become a crucial aspect of Formula 1’s strategy for growth in the United States.

Netflix’s “Drive to Survive” helped push Formula 1 beyond its traditional motorsports audience and accelerated the sport’s growth with younger American viewers. Reuters reported that 47% of newer U.S. Formula 1 fans are between 18 and 24 years old, and women now account for more than half of those newer fans.

Formula 1’s global audience and strong engagement across mobile devices, streaming platforms, and social media make it a natural fit for Apple’s ecosystem-focused services business.

Apple is betting that streaming can grow Formula 1 further

Apple has already woven Formula 1 deeply into its entertainment strategy. The company produced the Brad Pitt-led “F1” film before securing the U.S. broadcast rights, creating an unusually tight link between the sport’s media coverage and Apple’s own content business. Apple also expanded the film into an immersive experience for Apple Vision Pro users.

The broader question surrounding the deal has never been whether Apple could improve the viewing experience. Critics instead questioned whether moving Formula 1 behind a streaming paywall could limit casual audience growth compared to ESPN’s traditional television reach.

ESPN’s final Formula 1 season averaged roughly 1.3 million viewers per race across ESPN, ESPN2, and ABC, the highest U.S. audience average in the sport’s history.

Formula 1 executives believe Apple’s ecosystem may reach more people than cable TV because it can market the sport across multiple products and services at once. Domenicali said Apple’s platform gives Formula 1 “a more dynamic way to live our sport.”

Early results remain limited, however. The 2026 season has completed only four races, and executives acknowledged the first three events took place in Australia and Asia at difficult viewing hours for U.S. audiences.

That makes Miami the first major American test of the new partnership.

McLaren Racing CEO Zak Brown said May 1 that television audience growth remains Formula 1’s next major challenge in the United States despite the sport’s recent momentum.

“I think TV ratings are still relatively small compared to the NFLs of the world,” Brown said during an Autosport Business Exchange event in Miami.

Red Formula 1 Ferrari race car speeding around a track corner on dark asphalt, driver visible in cockpit, blurred background of grass and safety barriers suggesting high speedKimi Raikonnen pilots his Ferrari at Silverstone Circuit. Image credit: F1

Apple executives appear committed to treating Formula 1 as a long-term investment rather than a short-term media acquisition. Domenicali said Eddy Cue attended the Miami Grand Prix and described Apple as “full on board” with the partnership.

Cue also referenced incoming Apple CEO John Ternus as a motorsports enthusiast who supports the company’s Formula 1 ambitions. Apple’s long-term interest in Formula 1 became more visible after Eddy Cue discussed possible future expansion tied to the sport and the success of Apple’s F1 strategy.

Formula 1 is becoming more than a standalone sports rights deal for Apple as the company pushes deeper into live sports on Apple TV. Apple already uses MLS Season Pass and Friday Night Baseball to drive subscriptions, and Formula 1 adds a globally recognized sport with a younger audience and year-round reach.

Apple has also expanded sports streaming into restaurants and bars as it ramps up its live sports strategy.

Whether that strategy can expand Formula 1 beyond its niche in the US is uncertain. Early engagement metrics are strong, but the larger test will be over a full season as Apple tries to convert casual viewers into long-term subscribers without ESPN’s exposure advantage.



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Modern displays are amazing when it comes to detail, brightness, color, and all the ingredients that make for an impressive picture—except motion clarity.

CRT screens are still the king of motion clarity, but plasma flat-panel screens hold a respectable second place, and in many ways I still miss my old 720p 51-inch plasma TV and the crisp motion I gave up by switching to a 4K LCD.

Plasma solved motion the “right” way

Plasma displays didn’t just show an image—they flashed it.

While they operate on different principles, CRTs and plasma TVs have a few things in common. First, the phosphors used by CRTs and plasma displays are the same. Second, because these phosphors fade quickly, they need to be continuously refreshed.

In a CRT, the electron beam scanning from the top to the bottom of the screen achieves this, and in a plasma, a high-speed electric pulse does the same. Because of this rapid pulse-and-fade, these screen technologies have crisp perceptual motion, since our brains tend to interpret moving images that don’t pulse as “smearing” across our retinas.

The pulsing nature of plasma technology isn’t the only reason for its better motion reproduction. These screens also have very low latency and very fast pixel response times. Combined, it’s not quite as good as CRT motion handling, but it’s significantly better than LCD and OLED technology, even today.

Modern TVs rely on sample-and-hold—and that’s the problem

Stand and deliver blurry images

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Modern LCD and OLED televisions are “sample and hold” technologies. They can hold each frame of video perfectly for the entire duration of that frame without deviating in brightness and then instantly snap to the next frame without any dipping to black in-between.

On paper, this sounds like a good thing, but your eyes don’t stay still when tracking motion. As they follow a moving object, the image being held on screen effectively drags across your retina, creating the perception of blur. Even if the panel itself is perfectly sharp.

You might not even realize how blurry motion is on modern displays if all you’ve ever seen with the naked eye is an LCD or plasma. However, if you see a CRT or plasma in person, the difference is quite striking.

The sample and hold issue means that no matter how much you increase the refresh rate, that type of blur persists. It’s why my 85Hz CRT monitor is clearly less blurry in motion than my 240Hz LCD monitor. It’s especially apparent when you’re playing 2D games that scroll the entire screen, with LCDs or OLEDs smearing the image in a way that gives me a bit of a headache if I’m being honest.

Playing Diablo 2 on a CRT. Credit: Sydney Louw Butler/Shutterstock.com

It creates this weird situation where a modern TV can be incredibly sharp in a freeze frame but somehow look softer than a lower-resolution display that isn’t sample and hold as soon as you press play.

Motion interpolation is a workaround, not a solution

It’s an abomination, that’s what it is

One of the “fixes” that TV makers came up with to reduce unwanted motion blur is a technology known as frame interpolation, or more commonly “motion smoothing.” Here an algorithm creates fake frames that guess at what the middle step of motion would look like if it were captured. This creates a high frame-rate video output, which we see as smoother and more crisp.

While this doesn’t take away sample-and-hold blur, it does improve motion clarity. Unfortunately, it also destroys the intended frame rate that shows and movies were meant to be seen at. It’s also useless for video games, because it introduces an enormous amount of input lag. NVIDIA’s DLSS technology is also frame interpolation, but it works for games because of several mitigations NVIDIA put into the technology. These measures don’t exist on TVs.

While some people think motion smoothing isn’t all bad, TV makers are no longer activating it by default as much anymore, and my advice is to always turn it off because the trade-offs are just not worth it.

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Black frame insertion tries to recreate plasma—but comes with trade-offs

Who turned out the lights?

The other trick sample-and-hold screens have to mimic what CRTs and plasma TVs do naturally is called BFI, or Black Frame Insertion. As the name suggests, the display inserts a full black frame between every original frame. This provides an instant and dramatic increase in motion clarity. However, it also has a big impact on brightness. As much as half of the light is now gone, so the image is much dimmer. Pushing overall brightness to compensate makes things hotter and more energy-hungry.

Some BFI implementations cause visible flicker, for which I personally have no tolerance at all, but the biggest problem here is that BFI doesn’t have the smooth pulsing roll off of the phosphors used in CRTs and plasma.


The future might circle back—but we’re not there yet

That might be changing, however, because a new generation of LCDs can leverage the power of multi-zone backlight technology to strobe the backlight across the screen in a way that mimics a CRT scanline.

NVIDIA’s G-SYNC Pulsar has received rave reviews from the biggest motion blur haters, and I sincerely hope that a similar technology becomes standard in TVs going ahead, so we can go back to enjoying the crisp motion we used to have without all the compromises.



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