Apple's Formula 1 broadcast partnership is delivering early results. Three races into the season, Apple Senior Vice President Eddy Cue announced viewership has climbed "way up" compared to ESPN's 2023 numbers. The tech giant's strategy of promoting the entire race weekend - not just Sunday's grand prix - appears to be paying off.

The viewership gains span multiple demographics. Cue highlighted growth among younger viewers and increased female viewership as key wins. Apple is paying $150 million annually for the five-year rights deal, substantially more than ESPN's reported $90 million annual cost. The product is integrated into Apple TV+ subscriptions.

The Miami Grand Prix marks the first US-based race of the season following a five-week break, presenting Apple's biggest opportunity yet to prove its F1 investment will continue delivering results.