Meanwhile, Peacock and Paramount+ increased their marketshare by one percent each. Premium SVOD Subscription Share Antennaįrom Q2 ’21 to Q3 ’21, fellow rivals such as Hulu, HBO Max and Disney+ all saw their marketshare dip. For comparison, market-leading streamer Netflix has seen its marketshare drop by two percentage points in each of the last three quarters. increase by two percentage points in Q3 2021. Transactional data firm Antenna measures streaming video on demand (SVOD) growth and saw Apple TV+’s share of premium SVOD subscriptions in the U.S. But there’s reason to believe Apple TV+ is making slow-yet-steady progress. Either way you slice it, the small customer base is concerning when the competition is attracting tens of millions of customers. August estimates from industry analyst Entertainment Strategy Guy pegged Apple TV+ at just 8.1 million paying customers in the U.S. A report from The Information that same month suggested similar numbers, with Apple TV+ signing up 40 million global accounts and 20 million paying customers. But even with the cushion of cash, the early returns for the nearly two-year-old streamer haven’t been ideal.Īs part of negotiations with the International Alliance of Theatrical Stage Employees union in September, Apple said its streaming service housed less than 20 million subscribers in the U.S. Instead, Apple is taking a long game approach. Unlike Netflix, whose primary business is… Netflix, Apple is a trillion dollar company that doesn’t need Apple TV+ to be profitable. On top of its programming strategy, Apple TV+’s financial strategy also diverges from the competition. This stands in contrast to the endless seas of content floating across its rivals, whose appetites for programming don’t appear capable of satiation. But the real question is: Did Ted Lasso‘s runaway success help elevate Apple TV+ from a niche player to a true contender among premium streaming services?Īpple is building streaming’s equivalent to HBO with a careful curation of quality among its exclusive library of originals. The Season 2 finale landed the series in Nielsen’s weekly overall Top 10 list (#5 on the Originals list), which measures streaming viewership. Apple TV+Īpple TV+’s Ted Lasso remains a bonafide streaming sensation.
Is Apple TV+ a success? It’s complicated.
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