Netflix joins ESPN, Comcast, Amazon in hunt for Formula 1 rights

$Netflix (NFLX.US)$ is among suitors who have been in pursuit of Formula 1 broadcast rights, Insider reports, in what would mark the streaming pioneer's first move into live sports coverage after some reluctance to enter that world.
Rights from $Liberty Formula One-A (FWONA.US)$ offer bang for the buck with a worldwide following and relatively lower rights fees vs. major American sports, and the rights at ESPN $Disney (DIS.US)$ expire at the end of the year. ESPN and Netflix have been in talks with Formula One for months, according to the report, and $Amazon (AMZN.US)$ and NBC Universal (CMCSA) is also in the loop.
While $Netflix (NFLX.US)$ has avoided live sports even as rivals like $Amazon (AMZN.US)$ and $Apple (AAPL.US)$ jump in on football and baseball broadcasts. But there's a more obvious path in Formula 1, as Netflix's Formula 1: Drive to Survive documentary series has marked a long-running hit, and boosted popularity in the sport.
$Netflix (NFLX.US)$ began talks with the NFL in the spring - not about showing games, but rather "shoulder" programming like Drive to Survive, such as reality/documentary shows about the pro football league.