Media Trends Executive

Media Trends

Axios Media Trends

While Netflix has not released viewership figures for the Canadian Grand Prix, president of advertising Amy Reinhard told Axios that she anticipates more opportunities to broadcast F1 content.

Why it matters: Netflix's simulcast partnership with Apple for the May race served as an important proof point that sublicensing streaming rights for select races could be a win-win as both companies look to expand their audiences.

State of play: Apple and F1 struck a lucrative five-year media rights deal last year to bring all races exclusively to Apple TV in the U.S., beginning this year.

Apple later announced Netflix would simulcast the Canadian Grand Prix weekend, May 22–24, in the U.S. as part of a broader partnership under which Apple TV carries season eight of Netflix's "Formula 1: Drive to Survive."

Driving the news: When asked whether Netflix has talked to Apple about doing more races, Reinhard called the Canada GP a "great success" and said, "I would imagine there's going to be more possibility there."

Netflix's content teams "are always mining for those opportunities," she said when asked if the company is also exploring more on-demand F1 content.

"It really starts with the story, and the story can come in so many different forms and can come from so many different angles. So we're just open to great stories," she said.

A timeline that tracks 15 Netflix live sports events and rights deals from Nov. 14, 2023, to May 16, 2026. It begins with the Netflix Cup and includes WWE Raw in January 2024, NFL Christmas games in May 2024, FIFA Womenâs World Cup rights in December 2024, and CONCACAF rights in April 2026.

Timeline of select Netflix live sports rights and events

Data: Axios research; Chart: Christine Wang/Axios

Zoom out: The F1 deal is one of several forays into live sports that Netflix has made in the past few years, after initially saying in 2022 it didn't see a profit path to investing in live sports.

The company signed a 10-year, $5 billion agreement for WWE "Raw" events in 2024.

It has a three-year package of exclusive NFL Christmas Day games.

It secured exclusive rights in Japan to all 47 games of the MLB's 2026 World Baseball Classic, marking its first live sports rights deal in the country.

The big picture: Reinhard said the success of "Drive to Survive" fundamentally changed how the company thought about live sports by proving sports could drive cultural conversation and ignite fandom, just like hit franchises like "Stranger Things" and "Bridgerton."

"It really gave us insight into not only how popular that sport could be, but how popular sports could be for Netflix as well when things are eventized," she said.

"Our mission is to entertain the world," she said. "Entertainment means different things to different people."

From a business perspective, live sports give advertisers access to large, culturally relevant audiences while also helping to retain paid members.

The bottom line: Netflix's sports strategy is less about rights and more about relevance.

"It's really about building those must see, can't miss, going to be talked about moments and driving that event and driving viewership on the platform," Reinhard said.

What's next: Reinhard said the company's strategy of pairing live sporting events with relevant shoulder programming will be on full display next year when it exclusively broadcasts in the U.S. the 2027 FIFA Women's World Cup.

Netflix eyes more F1 content

Netflix simulcast the Canadian Grand Prix in the U.S. as part of a broader partnership with Apple TV.

Mercedes F1 driver George Russell walks in the paddock alongside the Netflix filming crew during day one of F1 Testing at Bahrain International Circuit.

Mercedes F1 driver George Russell walks in the paddock alongside the Netflix filming crew during Day 1 of F1 testing at Bahrain International Circuit on Feb. 26, 2025. Photo: Kym Illman/Getty Images 

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While <a class="gtmContentClick" data-vars-link-text="Netflix" data-vars-click-url="https://www.axios.com/2026/01/20/netflix-stock-nflx-subscribers-warner-bros" data-vars-content-id="1f570930-cdb6-40a6-adc0-de66f0f9c467" data-vars-headline="Netflix eyes more F1 content" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2026/01/20/netflix-stock-nflx-subscribers-warner-bros" target="_self">Netflix</a> has not released viewership figures for the Canadian Grand Prix, president of advertising <a class="gtmContentClick" data-vars-link-text="Amy Reinhard" data-vars-click-url="https://www.youtube.com/watch?v=OOdXB9j57SY" data-vars-content-id="1f570930-cdb6-40a6-adc0-de66f0f9c467" data-vars-headline="Netflix eyes more F1 content" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.youtube.com/watch?v=OOdXB9j57SY" target="_blank">Amy Reinhard</a> told Axios that she anticipates more opportunities to broadcast F1 content. Why it matters: Netflix&#x27;s simulcast partnership with Apple for the May race served as an important proof point that sublicensing streaming rights for select races could be a win-win as both companies look to expand their audiences.

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Netflix eyes more F1 content

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