Formula 1’s move from ESPN to Apple TV has been accompanied by a significant decline in US household reach during the 2026 season, according to viewing data supplied by analytics company Samba TV to USA TODAY. The most striking figures concern the Miami and Monaco Grands Prix, where measured household reach fell by 68% and 66% respectively compared with 2025.
The numbers present an early challenge for Formula 1 and Liberty Media as they assess the impact of the sport’s new exclusive US broadcasting arrangement. Eight of the nine events analysed by Samba recorded a year-on-year decline in household reach, although other metrics show that the viewers who have remained are spending considerably more time watching Formula 1.
F1 US viewership drops after move from ESPN to Apple TV
The first three races of the 2026 season held up comparatively well. Household reach for the Australian Grand Prix fell by 4%, China was down by just 1%, while the Japanese Grand Prix remained unchanged from the previous year.
From Miami onwards, however, every event included in the analysis recorded a double-digit decline. The Miami Grand Prix suffered the largest fall at 68%, followed by Monaco at 66%. Across the nine races examined, Japan was the only event not to lose household reach.
The figures refer specifically to Samba TV’s measurement of US household television reach rather than total Formula 1 viewing across every possible device and platform. This distinction is important when assessing the consequences of the switch from conventional television distribution to a streaming-led model.
Apple TV and ESPN offer very different levels of distribution
Apple TV costs $12.99 per month in the United States after a seven-day free trial. Apple also makes every Formula 1 practice session available without a subscription, along with selected race weekends, while subscribers receive access to all practice, qualifying, Sprint and Grand Prix sessions.
That represents a very different distribution model from ESPN. Before the change, ESPN was available through traditional cable packages as well as digital television services such as Fubo and YouTube TV, giving Formula 1 access to a much broader established television audience.
The difference is particularly relevant when comparing several of the largest declines. In 2025, the Miami, Monaco and Canadian Grands Prix were shown on ESPN’s sister network ABC and averaged around two million viewers each according to Nielsen. By comparison, races such as Japan and Austria, which aired through ESPN, attracted audiences of around one million or fewer.
Nielsen and Samba TV use different measurement methods, so their figures cannot be compared directly. However, they help illustrate the substantial difference in potential distribution between the platforms. ESPN reaches more than 60 million US households, while ABC is available in almost every American television household. Apple TV, meanwhile, was estimated to have around 45 million subscriptions in 2024.
Lower reach but stronger engagement for Formula 1 viewers
Despite the decline in measured household reach, Formula 1’s own figures paint a more positive picture in terms of engagement. Liberty Media has reported that total hours watched in the United States are up 13% year-on-year in 2026.
Samba’s figures also point towards significantly greater viewing intensity among the households that are still following Formula 1. Average minutes watched per household increased by 127% for the Australian Grand Prix and by 113% for Monaco.
That suggests a contrasting picture: Formula 1 may currently be reaching fewer measured US households through the Samba sample, but those who are watching appear to be spending considerably more time with the broadcasts.
The trend is important for Liberty Media’s wider strategy as Formula 1 attempts to deepen its position in the American market. The sport continues to expand internationally through new events and media agreements, while its 2026 Formula 1 calendar remains built around a combination of traditional European races and strategically important markets including the United States.
Apple TV is also bringing new viewers to Formula 1
There is another positive element within the Samba data. Around 30% of Formula 1 viewers measured in 2026 had not used Apple TV at all during the second half of 2025, suggesting that the sport is bringing a significant number of new users onto the streaming platform.
Apple is increasingly using live sport as a central part of its subscription offer. In addition to Formula 1, Apple TV carries every Major League Soccer match in 2026 and broadcasts a weekly Friday night Major League Baseball double-header.
The Formula 1 agreement runs through the end of the 2030 season, giving Apple and Liberty Media several years to judge whether deeper engagement and subscriber growth can compensate for the loss of some of the mass-market reach previously provided by ESPN and ABC.
For now, the numbers show two distinct sides to Formula 1’s new US broadcasting era. Household reach measured by Samba has fallen sharply at several races, particularly Miami and Monaco, while total viewing time and engagement among those watching have increased. The long-term success of the Apple TV strategy will therefore depend not only on how many households Formula 1 can reach, but also on whether it can convert highly engaged viewers into a sustainable and growing US audience.
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