Netflix wants to switch to live streaming to broadcast F1
After the success of Drive to Survive, Netflix wants to acquire live broadcast rights to F1 in the United States. ESPN's current contract expires in 2025, providing the streaming platform with a golden opportunity to establish itself as the main broadcaster of the sport.
Since the release of the documentary series Drive to Survive in 2019, Formula 1 has seen its popularity explode, particularly in the United States. Initially perceived as an elitist and inaccessible sport, F1 has managed to win over new fans thanks to this series that reveals the behind-the-scenes of the Grand Prix, the rivalries between drivers, and the human stakes of the sport. Tom Hutchings, executive producer of Box to Box Films, stated to Formula One: « Netflix plays a key role in the growth of F1, especially in the United States ». So much so that audiences have soared, and F1 continues to ride this wave of popularity, with events like the Miami Grand Prix or the Las Vegas Grand Prix enjoying huge success. But behind this success lies Netflix’s intention to push its hold on the sport even further. According to Sport Business, Netflix is exploring the possibility of making an offer for the live broadcasting rights of F1 in the United States.
A bidding war in prospect
The current broadcasting rights in the United States have been held by ESPN since 2018, through the UK channel Sky F1 coverage. This contract, which brings in approximately $90 million per year, expires at the end of the 2025 season, thus opening the door to a new battle among broadcasters. The timing is therefore crucial for Netflix, which, according to The Athletic, could launch its own bid to secure a prime position in the American sports landscape. « ESPN’s current contract with F1 ends after the 2025 season. ESPN’s exclusive negotiating period for a new deal is said to have expired », paving the way for a potential bidding war to acquire these valuable rights.
In the live sports market, Netflix is far from being a rookie. Launched with Kate Jackson, the former vice president of production at ESPN, in November 2024, the platform’s sports strategy is strengthening. Since 2023, the platform has been investing heavily in this sector and has already proven its ability to attract millions of fans with live events, such as broadcasting the Tyson-Paul fight or NFL games. But the company isn’t stopping there. Last month, a $5 billion deal was signed to broadcast wrestling matches for 10 years, and Netflix also secured the rights to broadcast the Women’s World Cup in the United States in 2027 and 2031. At this rate, the arrival of F1 on Netflix’s schedule seems to be the next logical step.
Netflix bets on the female future of Formula 1
The partnership between F1 and Netflix seems far from stopping at the series Drive to Survive. In addition to the seventh season of the series, expected on March 7th, another project is in the pipeline: a spin-off series centered on the F1 Academy, the all-female young drivers championship. This project is seen as a way to enhance inclusivity and promote female talent in the sport, an initiative that could capture the attention of a new audience.
