Apple and Netflix are teaming up to share Formula 1 programming
Apple and Netflix have entered into a rather surprising partnership. The dynamic streaming duo will share Formula 1 programming, according to The Hollywood Reporter. The deal allows Netflix to stream the F1 Canadian Grand Prix in May, along with Apple TV. On the flipside, Apple TV and Netflix will both air season eight of the docuseries Drive to Survive.
The Netflix-created series spotlights various F1 drivers and their teams. The season premieres at midnight on both platforms. Eddy Cue, Apple’s senior VP of services, said that Netflix "has played a pivotal role in growing F1 since the launch of Drive to Survive, and we're thrilled to make F1 content more broadly available to new and existing US fans."
It seems like both companies stand to gain from this deal. Apple gets related F1 programming to air alongside the live races, and an expanded reach for these races. Netflix gets F1 races in the US, continuing the platform's strategy of frequently airing live events.
Apple secured the rights to stream F1 races last year in a deal believed to be valued at around $150 million per year. The company has since been trying to expand the reach of the sport, and this Netflix deal is part of that effort. Apple has inked a deal with IMAX to simulcast some races live in theaters. It's also been reported that Tubi, Comcast, DirecTV and Amazon Prime Video will all have some access to select F1 content.
This aggressive approach by Apple has led F1 CEO Stefano Domenicali to say that the sport will become bigger than it ever was while airing on ESPN. "It will allow us to enter in the houses of other people in a different way, in great quality that is very important for us. So, that is what I believe the Apple relationship will bring to us in the American market," he told Racer.
This article originally appeared on Engadget at https://www.engadget.com/entertainment/streaming/apple-and-netflix-are-teaming-up-to-share-formula-1-programming-192829498.html?src=rss
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