Netflix could expand its Formula 1 ambitions beyond Drive to Survive
Netflix continues to broaden its presence in live sports, with Formula 1 remaining one of its biggest areas of interest. Amy Reinhard, the platform’s President of Advertising, has expressed confidence about the future of motorsport broadcasting, suggesting that the company sees significant new opportunities to bring Formula 1 content directly to its subscribers.
According to Reinhard, Netflix’s experience throughout the 2026 season has reinforced the potential for collaboration with other major streaming platforms, strengthening the company’s confidence in expanding its involvement with the championship.
Apple partnership could pave the way for more Formula 1 broadcasts
One of the most important milestones in Netflix’s evolving Formula 1 strategy has been its collaboration with Apple. Earlier this year, Netflix acquired sublicensed rights to broadcast the Canadian Grand Prix, allowing the race to be shown simultaneously across both streaming platforms and reach a significantly wider audience.
Speaking about the agreement, Reinhard explained: “It served as an important test showing that sublicensing streaming rights for selected races can be a win-win situation for both companies committed to expanding their audiences.”
She also hinted that the partnership could continue to grow, adding: “I imagine there will be more opportunities in this direction.” Her comments suggest that discussions with Apple may continue, potentially leading to additional Formula 1 races being included in future agreements.
How Drive to Survive transformed Netflix’s sports strategy
This represents a major shift from Netflix’s position just a few years ago. Back in 2022, the company was openly sceptical about investing in live sports, arguing that it could not see a clear path to profitability.
Reinhard explained how dramatically that outlook has changed, saying: “The success of Drive to Survive fundamentally changed the way we think about live sports.”
The hugely successful documentary series demonstrated the unique ability of Formula 1 to generate cultural conversation, build passionate fan communities and position Netflix at the centre of one of the world’s fastest-growing sporting phenomena.
Expanding on that point, Reinhard added: “It really gave us insights not only into how popular that sport could be, but also into how popular sports can be for Netflix when they are eventized.”
By “eventized,” she was referring to the ability to turn sporting competitions into major media events capable of generating anticipation, emotional engagement and shared viewing experiences. Formula 1 is particularly well suited to this approach thanks to its blend of speed, cutting-edge technology, compelling driver stories and intense rivalries, creating a natural bridge between on-demand storytelling and live race coverage.
Netflix’s broader live sports strategy
Netflix’s growing interest in live sports extends far beyond Formula 1 and forms part of a wider strategy aimed at diversifying its content offering. Over the past few years, the streaming giant has explored several sporting disciplines while carefully balancing new investments with long-term profitability.
Formula 1 stands out as one of the most attractive opportunities because it combines a rapidly expanding global fanbase with a younger, highly engaged audience—an ideal demographic for a streaming service that is increasingly supported by advertising revenue.
Although Reinhard did not outline specific future plans, her comments clearly indicated that the positive results achieved so far are encouraging Netflix to deepen its involvement with the championship.
Business implications and competition in the streaming market
From a commercial perspective, these moves allow Netflix to strengthen its position within the increasingly competitive sports entertainment market, where companies such as Apple, Amazon and other major platforms have already made live sports a key part of their business strategies.
The ability to secure selective sublicensing agreements also offers significant flexibility. Rather than committing to expensive exclusive rights for an entire Formula 1 season, Netflix can test audience demand through carefully selected events while limiting financial risk.
This hybrid approach appears to fit perfectly with the company’s current philosophy of pursuing targeted investments capable of generating value through both subscriber growth and advertising revenue.
Could Formula 1 become an even bigger part of Netflix?
Looking ahead, Reinhard’s comments suggest that Netflix could gradually increase its Formula 1 presence by focusing on races with the strongest global appeal, including historic Grands Prix, iconic street circuits and events with particularly compelling storylines.
Any future expansion would naturally build upon the enormous popularity of Drive to Survive, which has already introduced millions of new viewers to Formula 1 and transformed many casual spectators into dedicated fans. That success has created a powerful connection between documentary storytelling and the excitement of live race broadcasts.
Ultimately, Netflix appears increasingly confident in using its storytelling expertise to turn live sporting events into fully immersive entertainment experiences. Amy Reinhard’s comments reflect both enthusiasm and caution, suggesting that the company will continue to pursue new Formula 1 broadcasting opportunities with a measured but determined approach.
If those ambitions become reality, they could reshape not only how Formula 1 fans watch the sport, but also the competitive landscape of the global streaming industry.
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