Formula 1 on Apple TV: Better viewership than expected
Apple acquired a package of rights for the Formula 1 racing series. The program, available only in the USA, is apparently being watched more than it was on ESPN.
Roaring gasoline hybrid engines at Apple.
(Image: Apple)
Apple's acquisition of Formula 1 streaming rights appears to have paid off: At least in the first week of broadcasting, more people watched than the company and Formula 1 itself had expected. According to figures now available, more people tuned in for the Australian Grand Prix on March 8 than in the past year via the US sports broadcaster ESPN (majority-owned by Disney). According to Apple's head of content, Eddy Cue, they had a strong start. However, figures for the second round in China (March 13-15) are not yet available. The series continues in Japan from March 27-29.
Interest since Brad Pitt film
The iPhone company did not provide exact figures on how many Apple TV viewers watched the Grand Prix in Australia. Last year, the average viewership on ESPN was 1.1 million. The perennial problem with broadcasting is that it occurs at an unusual time for US fans – late at night. Therefore, the 4th and 5th rounds in Miami (May 1-3) and Canada (May 22-24), both of which are in a time zone that makes sense for American viewers, will be interesting. Apple is said to have invested a lot of money in the technology; the races can be viewed in 4K with Dolby Vision, and there is Multiview, including podium and driver views, so viewers can put together their perspective.
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However, Apple only managed to secure the broadcasting rights for its home market. In other regions of the world, Formula 1 is broadcast via other channels. Apple has been particularly interested in the topic since the success of the Brad Pitt film “F1,” which is said to have set records for usage and viewership for Apple TV.
Apple TV users don't pay extra
What's commendable about Formula 1: Those who have subscribed to Apple TV for $12.99 (9.99 Euros in Europe) get access, and the broadcast doesn't cost extra – at least not this year. The F1 TV Premium app, Formula 1's direct offering, remains available in the USA but is offered free of charge if you have subscribed to Apple TV.
Formula 1 management seems pleased to have gained Apple as a partner. They want to “maximize” their growth potential in the USA through the collaboration, according to Formula 1 CEO Stefano Domenicali.
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