Apple to Offer Free Access to 2024 Austrian Grand Prix for U.S. Apple TV Subscribers
Apple has announced that the 2024 Formula One Austrian Grand Prix will be available for free to anyone who downloads the Apple TV app and holds an Apple ID in the United States, according to a statement from the company. The coverage will include all sessions of the race weekend—practice, qualifying, and the Grand Prix—at the Red Bull Ring from June 26 to June 28.
The move marks a significant step in Apple’s strategy to expand Formula One’s reach in the U.S., where the sport has struggled to maintain the visibility it once had under its previous broadcast partner, ESPN. The Austrian Grand Prix, which begins with first and third practice sessions at 3:30 a.m. PT on June 26, will feature the main race at 6 a.m. PT (9 a.m. ET) on Sunday.
Apple acquired the rights to stream Formula One in the U.S. for an estimated $150 million annually, starting with the 2023 season. The company has previously partnered with Netflix to broadcast the Canadian Grand Prix on both platforms, while also making the docuseries *Drive to Survive* available to Apple TV subscribers.
Efforts to Boost Viewership Amid Competition
Formula One’s partnership with Apple aims to attract new audiences by leveraging the streaming platform’s global reach. However, critics argue that the sport’s shift toward digital streaming has reduced its exposure compared to traditional linear TV. ESPN remains the most influential sports network in the U.S., with Formula One averaging 1.32 million viewers last season, according to Nielsen data.
Apple has not released its own viewership figures for the 2024 season, but global data from the first three races showed an upward trend in key markets. The Austrian Grand Prix’s free access is expected to test whether broader availability can convert casual viewers into regular fans.
Challenges in Competing with Traditional Broadcasters
Despite Apple’s investment, Formula One faces challenges in replicating the broad appeal of its ESPN era. The sport has also experimented with alternative distribution methods, including free screenings in New York’s Times Square, IMAX theaters, and through FAST services like Tubi.
Sports analyst Mark Thompson noted, “Apple’s strategy is to make Formula One more accessible, but without the same level of mainstream promotion as ESPN, it’s a tough battle.”
What’s Next for Formula One’s U.S. Strategy?
As the 2024 season progresses, Apple’s ability to sustain viewer interest will depend on its capacity to blend exclusive content, advanced analytics, and community engagement. The Austrian Grand Prix serves as a key test case for the platform’s approach to sports streaming.
With the U.S. market remaining critical to Formula One’s growth, the sport’s partnership with Apple could redefine how motorsport is consumed in the digital age.
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