Apple TV+ takes a bigger bite of streaming

Apple TV+’s share of the U.S. streaming market grew in the second quarter of 2024. It’s now ahead of Paramount+ and just behind Hulu.

The streaming service has increased significantly in popularity — three years ago, it had a third of the market share it does now.

Apple TV+ market share surges

Many people expressed doubts when Apple TV+ launched in 2019. Especially when it focused on original content and didn’t buy a huge catalogue of previously released movies and TV shows. As time went by, the doubters seemed to be correct — Apple’s streaming service had a mere 3% of the U.S. market in the second quarter of 2021, for example.

Fast forward a few years and the situation is quite different. Apple reached 9% of the U.S. market in Q2 2024, according to new data from analysts with JustWatch.

“Apple TV+ grabs the attention of the US market with a +1% increase in shares,” said JustWatch’s latest report.

That said, the streamer still has a ways to go. Both Amazon Prime Video and Netflix have 22% of the U.S. market, so more than twice as many viewers.

Punching above its weight

Although Apple TV+ is one of the smaller streaming services, it’s nevertheless released a string of hits that larger rivals might envy.

There was the global phenomena that was Ted Lasso, of course, but it doesn’t stop there. Severance also got a huge audience, as did Silo. The Morning Show and For All Mankind have stayed popular year after year.

More recently, the success of Dark Matter helped pull up Apple TV+’s market share in Q2,   and Presumed Innocent is a hit right now. And there are plenty of new series this summer.

Watching any or all of these comes with a subscription to Apple TV+ . This is $9.99 per month with a seven-day free trial. You can also get it via any tier of the Apple One subscription bundle.