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# F1’s Apple TV deal shows sports rights buyers value more than ad dollars
- URL: https://www.medianexis.com/f1s-apple-tv-deal-shows-sports-rights-buyers-value-more-than-ad-dollars/
- Published: 2026-10-23T13:27:22.000Z
- Updated: 2026-10-23T13:27:22.000Z
- Description: Madison and Wall reports F1’s U.S. rights moved from ESPN to Apple TV in a 5-year deal worth roughly $150 million annually, up from $90 million under ESPN, even as early viewership figures have declined under the subscription paywall.
- Author: The Signals Desk
- Tags: Streaming, Madison and Wall: F1 media economics

**Why it matters.** Broadcasters that depend on ad revenue from sports now compete against subscription platforms willing to pay more for rights without needing ad-break-friendly formats.

*Signal from* [*Madison and Wall*](https://madisonandwall.substack.com/) *·* [*read the original*](https://madisonandwall.substack.com/p/what-formula-1-can-teach-us-about)*.*