For several years, Netflix has played a key role in the growing popularity of Formula 1 in the United States and worldwide thanks to its documentary series Drive to Survive.
Now, the world’s most famous streaming platform seems ready to take things to the next level: it is considering acquiring the broadcasting rights for Formula 1 in the U.S. starting in 2026. A game-changer for fans?
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A golden opportunity for Netflix
Until now, ESPN has held the broadcasting rights for Formula 1 in the U.S., but its contract is set to expire at the end of 2025. The exclusive negotiation period for a renewal has recently ended, opening the door to other contenders. Among them, Netflix has shown particular interest. With its growing experience in live sports – including boxing and the NFL – the platform sees Formula 1 as a powerful tool to attract even more subscribers. At the same time, Netflix recently hired Kate Jackson, a former ESPN executive in charge of F1 content production. This move signals its clear intent to integrate live sports into its offerings. However, its ad-free streaming model raises a key question: how will it finance a contract expected to exceed the $90 million per year currently paid by ESPN?
Fierce competition for F1 broadcasting rights
Netflix is not the only player eyeing F1 broadcasting. Other streaming giants, such as Amazon Prime and Apple, have already entered the sports rights market. Amazon holds the Champions League rights in the UK, while Apple broadcasts Major League Soccer. The competition will be tough to convince Liberty Media, the owner of F1, to grant exclusive rights to a new broadcaster. Until now, F1 has favored partnerships with traditional networks like NBC and Fox before moving to ESPN in 2018. A potential shift to exclusive streaming would mark a major change for the sport in the U.S., particularly for viewers accustomed to cable networks. Additionally, Netflix would have to ensure a broadcast quality on par with Sky Sports, which currently airs F1 coverage on ESPN.
A bold but risky bet
F1’s rise in the U.S. is largely due to Drive to Survive, which has captivated a younger and more female audience that was previously less engaged. Betting on live broadcasting would be a logical step for Netflix, as it seeks to diversify its offerings amid increasingly fierce competition. However, an exclusive digital broadcast also comes with challenges. Unlike traditional networks, Netflix has no experience producing live events of this scale. Additionally, many American fans remain loyal to ESPN, which has built a strong following with its comprehensive and easily accessible coverage.
This article explores Netflix’s ambitions for F1 broadcasting in the U.S., the financial and strategic stakes in this battle for TV rights, and the potential risks and benefits of a switch to exclusive streaming. If the platform secures the deal, it could significantly reshape the F1 fan experience across America.
Images: © Mercedes-AMG (edited) / © Haas F1 Team
