Liberty Media, owner of Formula 1 in the U.S., believes the sport's value has increased due to the success of the movie and Netflix's 'Drive to Survive' series, potentially raising the streaming rights' value to over $121 million annually.

Currently, Liberty Media earns about $90 million per year from U.S. broadcast rights, which are up for renewal and are expected to cost significantly more, estimated between $120 and $150 million annually.

While Netflix's 'Drive to Survive' has boosted F1 viewership, it remains uncertain if Netflix will bid for the rights, as the bidding process is still ongoing.

The future of F1's U.S. broadcast rights is uncertain as ESPN's exclusive negotiating window has closed, though ESPN may still retain the rights.

Apple is actively pursuing the acquisition of streaming rights for Formula 1 in the United States, aiming to expand its sports media portfolio and compete with ESPN, which currently pays around $85 million annually for the rights.

This move is driven by the recent commercial success of 'F1: The Movie,' which grossed over $300 million globally, and the increasing popularity of Formula 1 in the U.S., with viewership doubling in 2024 and rising further in 2025.

Apple, which entered live sports streaming in 2022 with Major League Baseball and Major League Soccer, is considering adding Formula 1 to its offerings, with 'F1: The Movie' expected to be available on Apple TV+ later this year.

The company's interest was sparked by the success of its recent F1 film, starring Brad Pitt, which earned over $300 million at the box office.

The interest from Apple follows the remarkable success of 'F1: The Movie,' which grossed nearly $300 million in just its first 10 days.

With ESPN's exclusive bidding period ending, multiple bidders, including Apple and potentially Netflix, are now in the running for the 2026 season rights.

F1 also offers its own subscription service, F1 TV, which streams all races live and on-demand for around $130 annually, but its future in the U.S. is uncertain if exclusive broadcast rights are sold.

Apple has previously demonstrated strong interest in Formula 1, with executives attending races and producing related content, indicating a strategic push into the sport.