Apple Senior Vice President of Services Eddie Cue spoke about the Cupertino company’s plans to further expand its audience and reach across the United States.
Speaking to Autosport, Cue revealed that Formula 1’s viewing figures on Apple TV had already seen a significant increase compared to the numbers recorded on traditional television during the opening three races of the season. He also highlighted how audience engagement had extended across the entire race weekend rather than being limited to Sunday alone, pointing to strong interest in practice and qualifying sessions as well.
“The ratings were way up over where they were last year on linear for the first three races, significantly. Not only did we see more viewers, but we also saw more viewers throughout the weekend. So one of the things that I think I was always excited about is… you look at today and tomorrow and Sunday, all three days are huge.”
Eddy Cue (USA) Apple Senior Vice President of Services – Photo: Race Pictures
Apple TV targets ‘huge opportunity’ for expansion in the United States
As reported by RACER, Cue also pointed to the enormous growth potential Formula 1 still has in the United States despite competing against long-established sports such as the NHL and Major League Baseball. He highlighted how the championship has been attracting a significantly younger audience on Apple TV, with female viewership in particular seeing a sharp increase.
“There is the NHL, there is Major League Baseball – there is a lot of stuff to get to the top. My viewpoint around it is there is a huge amount of growth. It’s a much younger audience than any sport. Female participation is way up – both young and female on Apple is way up. I don’t know how many millions, but it’s exponential. I think that’s the beauty. I think it’s grown from zero, so it’s grown a lot. But it has a lot of room to grow.
“I think when people become aware… I still remember when we did the [F1] movie and we used to ask people, ‘How many of you have ever seen a race?’ and nobody raised their hand. After the movie, you always ask them, ‘Would you like to see a race?’ and everybody raises their hand. You experience it and you see it. I think there is a huge opportunity. It’s not a 10% or 20%. I think it’s a ‘how many times X can we grow it over the years?'”
Apple TV reveals thrilling move for F1 viewers in the United States
The first IMAX screening was scheduled for the Miami Grand Prix on May 3, before the programme continues with Monaco in June and Silverstone in July. After the summer shutdown, Monza and Austin will complete the five-race line-up later in the year. Sales for tickets to the Miami screening officially opened on April 10, marking the start of the initiative in the US market.
‘F1: The Movie’ 2? Film-makers plot to make sequel after Apple discussions
Interest in expanding the project has also been echoed at Apple level, with CEO Tim Cook admitting that internal discussions are currently taking place following the film’s impressive commercial success. Cook praised both the cast and production team behind the blockbuster, highlighting Pitt’s role in particular while expressing Apple’s enthusiasm about potentially continuing the franchise after its strong impact as one of the summer’s standout hits.