Apple and Dolby to bring Atmos audio to F1 live streams

Apple and Dolby Laboratories have announced a partnership to integrate Dolby Atmos spatial audio into live Formula 1 coverage on Apple TV. The enhancement is scheduled to debut during the U.S. Grand Prix weekend beginning October 23 in Austin, Texas.

By combining Dolby Atmos with Dolby Vision, Apple aims to provide a more immersive viewing experience that captures the high-intensity sounds of the sport, including engine roars, tire squeals, and pit lane activity. Oliver Schusser, Vice President of Apple Music and International Content, stated that the company is seeking to innovate the sports viewing experience to bring fans closer to the action.

Apple secured U.S. streaming rights for Formula 1 as part of a five-year deal. Recent data indicates that Apple's involvement has already contributed to a younger and more female demographic among viewers, alongside significant double-digit growth in viewership compared to previous broadcasts.