Overview
- A USA Today analysis using Samba smart‑TV data published August 25 found year‑over‑year household reach fell for eight of nine races, with Miami down 68 percent and Monaco down 66 percent.
- Samba measures viewing only on internet‑connected smart TVs that run its software, so its dataset excludes viewers on Apple devices such as Apple TV boxes, iPhones, and Macs and can undercount Apple‑streamed audiences.
- Apple and Liberty Media have pushed countervailing figures and milestones such as Australia outperforming ESPN, but they have not released a Nielsen‑comparable, audited audience series that reconciles the different measures.
- The sharp declines are partly explained by a 'tough compare' where several big 2025 races aired on ABC/ESPN with broad broadcast reach, by scheduling gaps after canceled races, and by early free trials that may have inflated early‑season usage.
- The dispute matters because Apple holds U.S. F1 streaming rights through 2030, and short‑term measurement conflicts could affect perceptions of the deal, fan access to races behind a subscription, and how the industry adapts standards for streaming audiences.