TechCrunch·2026-02-27 17:17Partnership Overview - Apple and Netflix have formed a partnership to co-broadcast the Formula 1 Canadian Grand Prix, allowing U.S. fans to watch the live race on both platforms simultaneously [1] - Netflix subscribers will have access to the full race weekend, including practice, qualifying, and the Grand Prix on May 24 [1] Content Promotion - The partnership includes cross-promotion of Netflix's series "Drive to Survive," with the eighth season available to Apple TV subscribers in the U.S. and Netflix users globally, expanding its audience significantly [2] - Season 8 of "Drive to Survive," which covers the 2025 Formula One World Championship, premiered on February 27 [2] Cultural Impact - Formula 1's popularity in American culture is growing, highlighted by Brad Pitt's F1 film being nominated for Best Picture at the Academy Awards [3] - "Drive to Survive" has attracted a diverse audience, transforming the sports docuseries format and bringing in millions of new fans [3] Broader F1 Strategy - Apple's broader ambitions in F1 include promoting the sport across various platforms such as Apple News, Apple Maps, Apple Music, and Apple Fitness+, as well as in retail stores [4] - Netflix is expanding into live sports broadcasting, having previously shifted from a "no-sports" stance to acquiring rights for major events like NFL Christmas games and WWE Raw [4] Financial Aspects - The partnership is part of Apple's multi-year deal with Formula 1, where Apple TV replaces ESPN as the exclusive U.S. broadcaster for all 24 races, valued at approximately $150 million per season, up from ESPN's $85 million [6] - The previous partnership with ESPN achieved an average viewership of 1.3 million in its final year [6]