Formula 1 has launched F1 TV Premium, an enhanced subscription tier for its streaming platform, adding 4K Ultra HD streaming, a personalized Multiview experience, and expanded device access. This latest addition builds on the existing F1 TV Pro service, signaling Formula 1’s continued push to develop its direct-to-consumer (DTC) streaming business.

Subscribers to F1 TV Premium will gain access to:

• 4K Ultra HD/HDR live streaming of all F1 races, Sprints, Qualifying, and practice sessions.
• Multiview functionality, allowing fans to customize their screens with multiple video feeds, onboard cameras, and live timing data.
• Streaming on up to six devices simultaneously, expanding household and multi-screen flexibility.
• Expanded motorsports coverage, including live broadcasts of Formula 2, Formula 3, F1 Academy, and Porsche Supercup sessions.
  
  

At launch, F1 TV Premium is available for purchase via Chrome web browsers, Apple iOS, Apple TV, and Roku, with plans for wider device support in the future. The tier is priced at $129.99 annually in the U.S., with availability in select regions.

Ian Holmes, Chief Media Rights and Broadcasting Officer at Formula 1, said: “Since its launch, F1 TV has evolved to become one of the most sophisticated streaming platforms in sports.

“F1 TV Premium further elevates the viewing experience by allowing fans to create a personalised platform that enables them to become fully immersed in every incident, wheel to wheel battle and victory across all 24 races.

“This new service signifies our continued commitment to improve our content offering for our fans and creating an experience which is worthy of their passion.”

F1’s streaming evolution follows broader sports industry trends, where leagues and organizations are increasingly investing in premium subscription tiers to drive direct-to-consumer engagement, increase revenue, and offer enhanced experiences that differentiate their platforms from traditional linear broadcasts.

INSIDER TAKE

Formula 1’s expansion of its streaming service aligns with the growing shift in sports media towards premium, direct-to-consumer (DTC) models. With live sports rights driving high engagement and retention, subscription-based streaming services are moving toward higher-value offerings that command premium pricing.

Here’s what stands out:

• Premiumization of Sports Subscriptions – The introduction of 4K Ultra HD and Multiview features moves F1 TV beyond its existing Pro model, positioning it closer to services like NFL Sunday Ticket, NBA League Pass, and MLB.TV, which have all leaned into premium offerings to maximize revenue.
  
  
• Increased ARPU (Average Revenue Per User) – By introducing a higher-priced tier at $129.99 annually, F1 TV can boost its average revenue per subscriber without cannibalizing existing F1 TV Pro or Access users. The six-device limit also incentivizes household and shared subscriptions, further increasing customer lifetime value (LTV).
  
  
• Growing Importance of Device Compatibility – The limited device availability at launch (Chrome, iOS, Apple TV, Roku) could slow adoption, especially in a market where consumers expect broad smart TV and console support. Expanding to Amazon Fire TV, Samsung TVs, and gaming consoles will be key to driving broader adoption.
  
  
• Retention and Personalization Strategies – The Multiview feature represents a growing trend in personalized sports streaming, allowing fans to curate their viewing experience. This aligns with moves by ESPN+, DAZN, and Peacock, which offer multi-angle viewing and real-time data overlays to deepen engagement.
  
  
• Direct Competition with Broadcasters – F1’s continued investment in DTC streaming puts pressure on traditional broadcast partners, as premium tiers make it more attractive for fans to bypass cable packages altogether. This shift could lead to tighter negotiations with broadcast partners as more leagues look to control distribution and monetization directly.

The launch of F1 TV Premium reinforces the sports industry’s move toward high-value, DTC subscription tiers. By bundling 4K streaming, device flexibility, and customization features, Formula 1 is testing the limits of how much fans will pay for an enhanced viewing experience—a trend likely to expand across major sports leagues.