A concrete proposal for what we build together and what data you get access to.
BOXBOXD is a race tracking and audience engagement platform for Formula 1. Users log every race they watch, rate it, write reviews, vote Driver of the Day and track their viewing history across seasons.
Log any race from any season. Rate it 0.5 to 5 stars. Choose your watch mode (live, replay, TV broadcast, highlights, attended in person). Select who you watched with. Vote Driver of the Day. Write a review. Flag spoilers.
63% of users write a review after logging a race. Reviews are public by default which creates a community layer on every Grand Prix. Average ratings per race are calculated in real time.
Follow other users, see their logs in a timeline, like and comment on reviews. Activity feed shows what everyone is watching and thinking in real time especially on race weekends.
Create curated race lists ("Best wet weather races"), driver rankings and teammate pairing comparisons. Public lists are browsable and likeable. Community curation of F1 history.
A separate analytics product built on top of BOXBOXD designed for broadcast partners. Apple TV would get their own login to this platform. It is detailed further in Integration 2.
All numbers below are tracked through Google Analytics (GA4). We track every page view, race log creation, list creation, user signup and session in real time.
| Metric | Value | Source |
|---|---|---|
| Monthly active users | 13,138 | GA4 |
| New users (monthly) | 11,909 | GA4 |
| Engaged sessions (monthly) | 21,306 | GA4 |
| Engagement rate | 71.66% | GA4 |
| Events tracked (monthly) | 294,057 | GA4 |
| US share of audience | 18.39% | GA4 geo report |
| US engagement rate | 69.07% | GA4 geo report |
| US avg engagement time | 5m 27s | GA4 geo report |
Full Google Analytics access can be provided during the partnership. All engagement events (race logs, list creations, signups, logins, subscriptions) are tracked as custom GA4 events.
The US market has a different driver breakdown than the global audience. Ranked by US audience share:
| # | Driver | Team |
|---|---|---|
| 1 | Lewis Hamilton | Ferrari |
| 2 | Sergio Perez | Red Bull |
| 3 | George Russell | Mercedes |
| 4 | Alex Albon | Williams |
| 5 | Lando Norris | McLaren |
| 6 | Oscar Piastri | McLaren |
| 7 | Oliver Bearman | Haas |
| 8 | Max Verstappen | Red Bull |
Hamilton and Perez are the strongest US draws. Perez brings the Mexican-American crossover audience. Bearman at Haas (the American team) is growing with the US audience. Verstappen despite being the dominant champion ranks lower in the US than globally. This matters for how Apple TV promotes different race storylines to the American audience.
We surveyed our audience about which GPs they plan to attend in 2026. Ranked by total interest among those planning to go to at least one race:
| # | US Race | Date |
|---|---|---|
| 1 | US GP (Austin / COTA) | Oct 2026 |
| 2 | Las Vegas GP | Nov 2026 |
| 3 | Miami GP | May 2026 |
Austin has the widest total interest as the heritage US race. Las Vegas has the highest confirmed attendance rate. Miami has the biggest undecided pool which is the best conversion opportunity for Apple TV because they can push content and drive viewing decisions.
We run a 16 dimension psychology quiz on our users cross-referenced with the team and driver they actually support. For each audience we know the dominant answer on every dimension. Here are the ones most relevant for Apple TV content decisions:
Some audiences want long analysis with no rush. Others want quick cuts and no dead air. Others respond best to humor between segments. Per team and per driver for the US audience.
Some share because it creates a chain reaction. Others share things that have lasting value. Others share to change someone's mind. Tells you how to format clips for maximum reach per audience.
Sound driven audiences respond to team radio and engine clips. Social audiences respond to group energy and reactions. Others want niche behind the scenes content. Per audience breakdown.
Some audiences love being provocative and thrive on hot takes. Others want balanced debate. Others don't engage with drama at all. Tells you how far you can push editorial tone.
Origin stories or talent spotting or craft and polish or practical tools. Broken down per audience. Tells you where to invest production budget for each audience segment.
Some audiences love season retrospectives and archive content. Others only care about what's next. Tells you whether to invest in historical content for specific audiences.
You know exactly how to format content for each audience in the US.
Which audiences want quick recaps vs long analysis. Which ones share clips vs keep it to themselves. Which ones engage with controversy vs tune out.
All broken down per team and per driver filtered to American audience only.
We add a direct link to Apple TV content inside the BOXBOXD app. This appears at the most engaged moment in the user journey: right after logging a race.
Targeted traffic from a verified F1 audience at the exact moment they want more content.
Every click is tracked as a GA4 event and reportable: which race, which driver, which watch mode.
Miami GP Sunday evening. Race ends at 4pm ET. By 8pm US users are logging the race on BOXBOXD. A user rates it 4 stars and writes "Hamilton was incredible in the rain." They hit save. The next screen shows: "Relive Hamilton's Miami drive on Apple TV" with a direct link. They tap. They're on Apple TV watching the full recap. That click is logged as a GA4 event with the race name and the driver mentioned in their review and their watch mode.
A standalone analytics product we built for broadcast partners. Apple TV gets their own login with the default market filter set to US. Already live and working. All data updates in real time.
Full US audience at a glance. Engagement segments (casual vs regular vs power users as percentages) along with review writing rate, social viewing rate, spoiler sensitivity, team allegiance distribution and demographics by age, country and device.
Click on any Grand Prix. Everything below is filtered to the US audience only.
Average US audience rating (0.5 to 5 stars) compared to global. Rating distribution shows whether the audience agreed or was split.
Most common words the US audience wrote: "overtake", "safety car", "strategy", "boring". What % wrote a review for this specific GP.
Live vs replay split. Early buzz (% who logged within 24h). Multi-session (qualifying + race). Spoiler flagging rate.
Which audiences love this circuit. "McLaren audience rates Austin 4.3/5. Ferrari audience rates it 3.6." Tells you whose storyline to lead with.
For US GPs: % confirmed, % considering, broken by audience. For other GPs: US engagement level comparison.
Is this GP gaining or losing US audience? Rating trend across seasons shows interest trajectory.
Click on any driver. Full US audience breakdown.
What percentage of the audience is American. Age and device and country breakdown. Review rate and media sharing rate and social viewing rate per audience.
When this driver wins, how does US satisfaction change? Tells you which wins to highlight in recaps.
How often the US audience votes this driver DOTD and at which circuits. Where the US audience agrees or disagrees with the global vote.
16 quiz dimensions for this driver's US audience: what drives them, content pace, reaction to losses, why they share.
Same depth as driver profiles but aggregated by team. Audience satisfaction trends along with top circuits and content creation rates and season trends and driver breakdown within the team.
After every GP, generates concrete content recommendations for the US market by cross-referencing ratings, reviews, quiz data and viewing patterns.
"Hamilton's US audience rated this race 0.8 points higher than average. Lead the recap with his overtake on lap 42."
"Norris audience at Austin writes reviews at 71%. Push short-form recap content to them."
"US satisfaction trending down for night races. Consider a different highlights format."
Nielsen tells you how many Americans watched a race.
Boxd for Broadcasters tells you what they thought about it and which moments worked and which drivers kept them engaged and whether they'll come back next week.
Your content team opens it at any point and knows what recap angle to take and which driver to feature and what format to use because the data is live.
Already built. Already collecting data. Ready to use immediately.
Monday morning after the Las Vegas GP. Apple TV content team opens Boxd for Broadcasters.
The race scored 3.8/5 with the US audience down from 4.2 last year. Top review words: "safety car" and "penalty." Hamilton audience rated it 4.1. Verstappen audience 3.2.
72% of the US audience watched live (Saturday night, prime US timezone). 45% logged both qualifying and race.
Recommendations engine says: lead with Hamilton and address the penalty and note the high live share for scheduling. The team builds the recap in 30 minutes instead of guessing.
Display the real time BOXBOXD community rating on Apple TV's F1 race pages. This is the Rotten Tomatoes effect for Formula 1.
Social proof that drives play rates on replays.
A new viewer browsing Apple TV sees 24 races and doesn't know which ones are good. "4.5/5 on BOXBOXD" tells them to watch Silverstone. "2.6/5" tells them to skip another one.
Less drop-off from new viewers picking a bad race as their first experience. No other F1 streaming service has real audience ratings on their content.
After a US viewer finishes watching a race on Apple TV, a prompt appears: "How was that race? Rate it on BOXBOXD." This closes the loop between watching and engaging.
A retention mechanism. The viewing experience doesn't stop when the race ends.
The viewer goes to BOXBOXD, engages with the community, reads what others thought. That keeps the race alive until the next weekend.
Apple TV becomes part of the weekly ritual, not just a streaming service they open once.
We also feed the sentiment data back in real time: this race got a 4.3 from the US audience up from 3.8 last week. Hamilton audience loved it. Verstappen audience didn't.
We add "Apple TV" as an option in the watch mode selector when US users log a race. Right now the options are: Live, Replay, TV Broadcast, Highlights, Attended In Person. We add "Apple TV" as a broadcast source option.
Real attribution data from a verified audience. Not estimated. Not survey based.
Actual self-reported viewing data race by race and trackable over the full season.
You see your Apple TV watch share trend upward (or not) and correlate it with marketing spend or content changes or race quality.
Our US audience regularly asks questions about how to watch F1 on Apple TV: how the subscription works, what's included, how to access replays and whether they need a separate F1 TV Pro subscription. We build a dedicated guide inside BOXBOXD that answers all of this and points them directly to Apple TV.
A clean in-app guide for US users that explains what Apple TV offers for F1: live races and replays and highlights and exclusive content. Step by step explanation of how to subscribe and what's included in the package. Answers the most common questions our audience has been asking.
Clear explanation of Apple TV subscription tiers and what each one includes for F1 content. Whether they need F1 TV Pro on top of Apple TV or if everything is included. Pricing and availability for the US market. Updated as Apple TV's offering evolves.
The guide lives permanently in the app for US users. It shows up on race pages and on the watchlist and in the settings. Every time a US user thinks about watching a race they see the path to Apple TV. We track every view and every click as a GA4 event.
| Integration | What Apple TV gets | Timeline |
|---|---|---|
| "Watch on Apple TV" deep links | Targeted traffic from engaged US audience with every click tracked via GA4 | 2 weeks |
| Boxd for Broadcasters (US) | Full US audience intelligence: satisfaction, demographics, psychology, recommendations | Immediate |
| BOXBOXD ratings on Apple TV | Social proof on content pages, higher play rates on replays | 4 weeks (API) |
| "Rate this race" prompt | Retention loop, live sentiment data per race | Needs Apple TV API |
| "Apple TV" watch mode | Real attribution data, race by race, over the full season | 1 week |
| Apple TV guide for US users | In-app onboarding funnel with subscription breakdown and direct links | 1 week |
Each integration works independently. Let us know which ones are relevant to your team and we can move forward on those first.
BOXBOXD × Apple TV — Confidential — 2026