Apple and F1 are continuing to explore innovative solutions to bring racing to an increasingly broader audience. Under a new initiative, the upcoming Austrian Grand Prix at the Red Bull Ring in Spielberg, taking place over the weekend of June 26-28, will be available to watch entirely for free. Anyone who downloads the Apple TV app and holds an Apple ID will be able to access the broadcast without requiring any paid subscription. This free-to-air access will include all practice sessions, qualifying, the Sprint, and the main Grand Prix.
This decision highlights how F1 is leaning heavily into its partnership with Apple to expand the sport’s visibility, particularly following its complete shift away from traditional television networks this season. Other promotional steps taken by Apple this year include broadcasting races on the giant screens in New York’s Times Square, hosting viewings in IMAX theaters, and distributing alternative content via the free streaming platform Tubi.
Apple stated that the viewership figures recorded during the current season are comparable to, or even higher than, those achieved by Formula 1 last year on ESPN, though the definitive official data has not yet been publicly released.
Statements from Zak Brown
During the Indianapolis 500, McLaren Racing CEO Zak Brown commented on Apple’s management of Formula 1’s broadcasting rights. Speaking to the Sports Business Journal, the executive stated: “Well, I think you can always do more, but the main concern for many was a possible drop in ratings once the content was moved behind a paywall.”
“Instead, the numbers have increased significantly. I’ve heard talk of a 25-30% increase. I’ve heard that the broadcast is excellent, the various innovative features are top-notch, and I think this product will just keep getting progressively better.”
Brown added that while the initial shift behind a paywall raised eyebrows across the paddock, the actual results have exceeded initial expectations. This confirms that Apple’s modern approach is driving concrete growth within the American audience.
Future outlook
The free initiative for the Austrian Grand Prix represents a real-world experiment to further extend Formula 1’s reach via Apple’s streaming platform. The ultimate goal remains focused on growing the championship’s fanbase through targeted, highly accessible activations.
In conclusion, offering the Austrian Grand Prix as a free broadcast marks an aggressive and forward-thinking move by Apple and Formula 1 to capture new viewers. With high praise from figures like Zak Brown and rising viewership numbers, this streaming-first strategy looks set to secure a very strong and highly accessible future for the sport in the American market.
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