Formula 1 television reach declines as Apple TV increases subscription costs
Yahoo Sports • 2 min read • Latest: Sep 8, 2026, 8:00 PM
Last updated Sep 8, 2026
Formula 1 viewership data for the 2026 season indicates a significant drop in household reach following the transition to Apple TV as the exclusive United States broadcaster. Data from Samba shows that eight of the nine analyzed races drew fewer viewers compared to the previous broadcast arrangement on ESPN and ABC. Specifically, the Miami Grand Prix experienced a 68% year-over-year decline in household reach, while Monaco fell by 66%. F1 president Stefano Domenicali contends the partnership is yielding positive engagement, noting that total hours watched have increased by 13% and that individual households are staying tuned for longer durations. Amid these reach concerns, Apple recently raised the monthly subscription price for Apple TV from $12.99 to $14.99 and increased annual plans from $99 to $119. This adjustment follows the five-year agreement signed in October 2025 to move all race coverage to the streaming platform.
- •Samba data shows eight of the first nine 2026 races saw decreased household reach.
- •Apple increased monthly subscription costs to $14.99 and annual plans to $119.
- •F1 streaming hours are up 13% despite the reduction in the total number of households viewing.
- •The 2026 season marks the first year of a five-year exclusive US broadcasting deal with Apple TV.
- 8:00 PMYahoo Sports — Formula 1's Apple TV Reach Is Sliding, and Apple Just Raised the Price Anyway
"Formula 1 spent most of 2026 insisting its move to Apple TV was working. Then, within days of new data showing the sport's US television reach sliding hard, Apple did something that undercut that message without anyone in Cupertino saying a word: it raised the price of the subscription. Apple TV now costs $14.99 a month, up from $12.99, with the annual plan climbing from $99 to $119. If you're the fan who activated a free trial just to catch the Miami Grand Prix and then canceled, Apple's fix wa
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