Apple TV And Paramount+ Overspending On F1 & UFC?

Apple TV and Paramount+ are taking measured risks by investing heavily in sports content to boost their influence in the competitive streaming market.

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The roar of the crowd, the screech of tires, the bone-crunching impacts – live sports are the new battleground in the streaming wars. Giants like Apple and Paramount are throwing down massive sums for exclusive rights to Formula 1 and Ultimate Fighting Championship (UFC), respectively, hoping to lure in new subscribers and gain market share in the digital entertainment landscape. But are the fees they are paying for those rights justifiable, or are they reckless gambles that could leave these media titans nursing financial bruises?

The risks are significant, and the upcoming earnings reports for both companies will be a crucial referendum on their high-stakes sports strategies.

Apple’s Grand Prix Gamble: Navigating a Tricky Track

For Apple, the allure of Formula 1 is clear: a global audience of dedicated fans, a demographic that skews affluent and tech-savvy, and a brand image synonymous with innovation and luxury.

Apple TV recently entered into a deal with Formula 1 to pay $150 million a year for five years for the exclusive United States streaming rights to broadcast all of Formula 1’s races. Apple hopes that this high-profile deal will inject a dose of adrenaline into Apple TV+, a platform that has struggled to gain traction competing against bigger rivals like Netflix and Disney+.

However, this potential deal represents a massive financial commitment, even for a company with Apple’s deep pockets. The deal could have a negative impact on Apple’s earnings in the medium term, factoring in the substantial upfront costs of acquiring the rights, coupled with the expenses of producing high-quality Formula 1 broadcasts. Short term, the Formula 1 deal will likely not factor into Apple’s upcoming quarterly earnings report, scheduled for October 20, 2025.

The real benefits to Apple could play out over the long term. But the path to profitability is fraught with potential pitfalls. Apple needs to convince existing Formula 1 fans, who are accustomed to watching races on established broadcasters like ESPN to switch to Apple TV. This will require a compelling value proposition, including a seamless streaming experience, high-quality production, and exclusive content that can’t be found anywhere else.

Any technical glitches, content limitations, or perceived lack of commitment to the sport could quickly alienate viewers and lead to subscriber churn. The notoriously demanding Formula 1 fan base is not known for its patience or tolerance of mediocrity.

Another risk for Apple is the potential for regulatory scrutiny. Exclusive sports rights deals are increasingly coming under the microscope of antitrust authorities, who are concerned about the concentration of media power and the potential for anti-competitive practices. Similar to its deal with Formula 1, Apple also has a deal in place with Major League Soccer (MLS), pursuant to which Apple TV is the exclusive broadcaster of all MLS games globally.

If Apple continues to acquire more sports rights on an exclusive basis, it could potentially face legal challenges that could hinder its growth and expansion in the streaming market.

Furthermore, Apple’s foray into sports broadcasting could distract from its core business of selling hardware and software. Some investors have already questioned whether the company is spreading itself too thin and whether the resources devoted to sports could be better allocated to more profitable ventures.

Paramount’s UFC Bet: A Cage Fight for Subscriber Supremacy

Paramount’s investment in UFC through Paramount+ presents a different set of challenges. Paramount recently agreed to pay the UFC $7.7 billion over seven years for the exclusive U.S. rights to broadcast UFC fights. The deal represents Paramount’s first big money sports rights bet after being acquired by David Ellison’s Skydance.

While UFC has a fiercely loyal and passionate fan base, the sport’s global appeal is arguably narrower than that of Formula 1. UFC’s core audience tends to be younger and more male-dominated, limiting its potential reach to a broader demographic.

Paramount+ faces the daunting task of converting casual UFC fans into paying subscribers. Many viewers may prefer to watch highlight fight clips on social media or tune into occasional pay-per-view events (that they were used to when the UFC rights were held by ESPN). To attract subscribers and avoid churn, Paramount+ needs to offer a compelling mix of live events, behind-the-scenes UFC content, and exclusive programming that caters to die-hard UFC fans.

The competition in the combat sports streaming market is fierce. ESPN+, DAZN and other streaming platforms with mixed martial arts, wrestling, and boxing content are vying for the same audience, each offering a wide range of live events and on-demand content. Paramount+ needs to differentiate itself by providing a unique and compelling value proposition that sets it apart from the competition.

Another risk for Paramount is the potential for injuries or doping related controversies involving UFC fighters. The sport is inherently violent, and there is always the risk that serious injuries to popular combat fighters alter or cancel their appearances at the UFC’s headline events. Similarly, controversies involving fighters, such as doping violations or off-the-field misconduct, could have a negative impact on the brand.

The financial implications of the high UFC rights fee on Paramount’s earnings are another major concern. Paramount’s quarterly earnings report is scheduled for November 14, 2025, and David Ellison and the company’s other executives will certainly highlight the acquisition of UFC broadcast rights as one of its quarterly highlights. The actual financial impact of the UFC deal on Paramount will certainly take several quarters (and corresponding earnings reports) to assess, as new subscriber growth directly attributable to the UFC comes clearer into focus. While Paramount+ has already been seeing growth in subscriber numbers over recent years, it remains to be seen whether the platform is generating enough revenue to offset the $1.1 billion annual cost of UFC broadcast rights along with the tens of millions that Paramount+ will spend on production costs associated with UFC fights.

The Verdict: A Risky Business, But Potentially Rewarding

Both Apple and Paramount are taking calculated risks with their investments in sports content. The potential rewards are significant: increased subscriber growth, enhanced brand image, and a stronger foothold in the streaming market. However, the financial burdens and operational challenges are substantial.

The success of these ventures will ultimately depend on their ability to deliver a compelling viewing experience, attract and retain subscribers, and generate sufficient revenue to justify the high costs. The upcoming earnings reports for both Apple and Paramount will provide valuable insights into the viability of their sports streaming strategies. The pressure is on to prove that these big budget sports blitzes will pay off in the long run, or they could face a painful reckoning in the highly competitive streaming arena. The stakes are high, and the margin for error is slim.

For both Apple and Paramount, its “game on.”