Apple TV + was supposed to be Apple’s answer to streaming services like Netflix, Hulu, Disney + and so on. After all, the company has made significant strides with Apple Music, where, despite lagging behind services like Spotify, it still has impressive growth. Unfortunately, the same can’t be said for Apple TV +.
According to the latest JustWatch data, based on the statistics they have gathered, Apple TV + appears to have a paltry 3% of the US market. This puts Apple TV + in the last place among the more or less significant streaming services: even NBCUniversal’s Peacock performs much better – 6%.
Unsurprisingly, Netflix still dominates the US market with a 31% market share. Amazon Prime Video actually comes in second at 22%, followed by Hulu at 14% and Disney + at 13%. Even HBO Max, which launched after Apple TV +, had an impressive 9% share.
It’s unclear why Apple TV + isn’t doing as well as the company hoped. There are several theoretical reasons: for example, the 2020 pandemic has largely halted production of Apple’s planned films and TV series. In addition, Apple’s TV app is not particularly user-friendly and intuitive for the user in terms of finding original content. Finally, the Apple TV + shows and movies themselves might not be particularly interesting to the public. And yet, given the distribution of access to the service to all new users of new Apple devices, the share seems too small – perhaps in 2021 Apple will do better in the television direction?
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