F1's U.S. Viewership Slips On Apple TV Debut Season

Household reach for the Miami Grand Prix fell 68% versus 2025 and Monaco fell 66%, per Samba data, as the sport's Apple TV debut and a war-disrupted calendar weighed on U.S. audiences, though the Italian Grand Prix at Monza rebounded 15%. F1's Donna Birkett Baida said the sport pulled media dollars forward from its 2027 budget to fund re-engagement, and agency president James Allen cautioned brands against mistaking "a streaming numbers blip for a slowdown in fandom momentum."