Both are all-time highs, according to the 20th anniversary “Taking Stock with Teens” survey.
Excerpts from the report:
AAPL (+) GROWING SHARE IN IPHONE AND WATCH (covered by Harsh Kumar)
Both the 86% iPhone ownership and 89% intention to purchase an iPhone metrics are record highs for our Teen Survey, up from 85% and 88%, respectively, in Spring-20. We believe the increased penetration and intention are incredibly important for a maturing premium smartphone market. In addition, these trends are encouraging ahead of Apple’s 5G iPhone launch, which could provide a significant product cycle refresh.
Also, the Apple Watch continues to be the top smartwatch among teens. The Apple Watch ownership was 25%, flat from the Spring-20 survey. We view the market share consistency as a great example of the company’s ability to drive hardware sales in the wearables/accessories market. Finally, we think these positive hardware trends can be a catalyst for further services growth, as the hardware installed based for Apple continues to grow.
NFLX (+) MAINTAINS SOLID POSITION WITHIN ONLINE VIDEO
As teens see their households continue to migrate away from traditional TV services, we expect a growing transition of consumer content spend toward online video services. Netflix is first in teen daily video time spent at 33%, retaking the lead from YouTube at 31% and traditional TV at 11%. All three lost share to Disney+ and Apple+, each of which debuted in our survey at 7% and 2%, respectively. Looking into 2021 and beyond, despite increasing competition from Disney and Apple, we are optimistic regarding ongoing international sub growth and price increases amid the current environment and eventually a post Covid world.
Cue the relevant graphics:
My take: In terms of devices, Apple still owns the Teens. Apple TV+ not so much yet.
See also: Apple 3.0 Teen Survey archives.