The arrival of Formula 1 on Apple TV from 2026 marks a clear example of how the way we consume sports is changing. The platform will pay over 140 million dollars per year for exclusive broadcasting rights in the United States, far exceeding the 90 million that ESPN has paid annually since 2023. This deal is not just a change of broadcaster but a shift in the entire model — from traditional television to streaming platforms accessible on any device.
The trend shows how globalization is moving sports rights toward services that are already part of people’s daily lives. Netflix, YouTube, Prime Video, and DAZN have become the new universal sports channels, integrating live broadcasts directly into their apps and offering instant access to international competitions. According to Digital Content Next, 40 percent of sports viewers in the United States now follow competitions exclusively through streaming.
From the TV channel to the mobile icon
The agreement between Apple TV and Formula 1 strengthens the link between sport and technology. Starting in 2026, every practice, qualifying session, and race will be available to subscribers, integrated with Apple’s broader ecosystem — including Music, News, and Fitness+. “We want to deliver premium and innovative coverage that brings Formula 1 closer to younger audiences,” said Eddy Cue, Apple’s senior vice president of services.
Meanwhile, Netflix has also moved into live sports alongside its extensive lineup of documentaries on teams and athletes. The platform streamed its first National Football League – NFL – game on Christmas Day 2024 and has secured exclusive rights to the FIFA Women’s World Cup 2027 and 2031 in the United States. Both tournaments will be available to all subscribers, with no additional channels required. Netflix has also signed a 10-year deal with World Wrestling Entertainment – WWE –, reportedly worth 5 billion dollars per year, to stream “RAW” and other flagship programs.
Streaming conquers the major leagues
Amazon Prime Video has strengthened its role as a global sports broadcaster. The company holds exclusive rights to Thursday Night Football in the NFL and will pay around 120 million dollars to stream a playoff game. In a groundbreaking move, Prime Video has also aired NFL games for free within its own app — no registration required — including the special Black Friday 2024 game.
YouTube has entered the field just as forcefully. The platform streams the NFL Sunday Ticket package and full matches in emerging markets such as Brazil and Spain, while accounting for more than 12 percent of total TV screen viewing time in the United States. Its ability to reach audiences directly has turned it into one of the new global stages for live sports.
A model redefining the bond between sport and fans
The rise of DAZN completes this new ecosystem. Available in over 200 countries and territories, the app broadcasts hundreds of sports — from football and basketball to Formula 1, MotoGP, NFL, NBA, and UFC. In Spain, for instance, DAZN offers national and international football, both motorcycle and car world championships, and coverage of the NBA and domestic basketball leagues, among other tournaments.
The platform itself highlights that “all NFL games — including the regular season, playoffs, and Super Bowl — are available on DAZN worldwide, except in the United States and China.” With global agreements such as the FIFA Club World Cup 2025 and NHL 2025-26, DAZN reinforces its position as the first app-native international sports channel.
The rapid growth of these platforms confirms a structural transformation. Sports federations, leagues, and Olympic committees are adjusting their communications and rights-distribution strategies to the digital environment. According to Ampere Analysis, global spending on digital sports rights is expected to exceed 125 billion dollars by 2025, consolidating streaming applications as the new television of global sport.
