Apple TV has announced that all live sessions of the Austrian Grand Prix, including practice, qualifying, and the race, will be available for free to viewers in the United States. The move is part of a broader strategy to attract new audiences to Formula 1 without requiring a paid subscription.
Free Access Details
Fans in the US can watch every session of the weekend at the Red Bull Ring in Spielberg, Austria, by signing up for a free Apple ID. The offer is exclusive to US-based viewers because Apple only holds broadcasting rights for the United States. The company entered F1 broadcasting this year and has employed innovative marketing tactics, such as screening races on Times Square billboards and in IMAX cinemas.
Viewership Claims
Apple claims its viewership numbers have exceeded those previously recorded by ESPN, though no public data has been released. McLaren CEO Zak Brown supported Apple's claims, stating: "A lot of people's concern was, 'Would the viewing numbers go down?' In fact, they're up a lot... the numbers are up [by], I've heard, 25 to 30 percent."
Impact on British Fans
British F1 fans will not benefit from Apple's free offer and must rely on Sky Sports for live coverage. Sky recently extended its exclusive UK deal until 2034. However, Channel 4 retains highlights rights and will broadcast the British Grand Prix free-to-air in July.
