Apple TV+ is stealing streaming share from Netflix

From Ed Hardy's "Apple TV+ keeps finding new viewers to grow faster than rivals" posted Wednesday on Cult of Mac: 

Apple TV+ saw strong growth in spring 2022, according to a company that tracks viewership. It grew to 6% of the U.S. streaming market.

During the same quarter, Netflix stayed on top but dropped by two percentage points. It’s now just ahead of Amazon Prime Video.

“HBO Max and Apple TV+ continue to have the highest growth rate in the U.S.,” noted JustWatch. Apple doesn’t report subscriber numbers, so it’s up to analysts like JustWatch to estimate how well Cupertino is competing.

2022 brought the release of Severance and CODA, both of which drew large audiences for Apple’s streaming service and surely contributed to growth.

Another recent study found that Apple TV+ subscribers seem much more satisfied with the streaming service than they were a year ago.

My take: Ted Lasso got them in the door, CODA sealed the deal.


  1. Robert Stack said:
    “My [PED’s] take: Ted Lasso got them in the door, CODA sealed the deal.”

    Exactly right in our case! We’re looking fwd to Season 3 of Ted Lasso, and hopefully other original content. We still subscribe to Netflix, even though I find most of their content to be entirely predictable and formulaic…

    July 7, 2022
  2. Brian Loftus said:
    I picked up HBO at no extra cost with my recent change of AT&T cellular plan. Potentially responsible for the HBO Max growth.

    July 7, 2022
  3. Michael Goldfeder said:
    PED is spot on with his analysis! But don’t discount the fact that many Lurkers are now probably signed up and watching “For All Mankind” ever since our very own Joe Bland grudgingly became a fan of the show.

    Joe’s the equivalent of the “Good Housekeeping Seal of Approval” based on his Apple 3.0 Emeritus Status for those that follow this blog as both subscribers and Lurkers.

    All Lurkers need to sign up as I’m predicting more zoom calls once the summer vacation season is concluded.

    July 7, 2022
  4. Jerry Doyle said:
    I suspect in the near term there is little room left for the streaming industry to grow the total subscriber base as most all consumers available to stream already are doing so. This means growth lies in plucking existing subscribers from other streaming competitors. Apple is positioned solidly in doing this since it started at zero percent and still has a low 6% of US viewership. So, further growth through plucking is definitely there for Apple as they stick to their needlework of creating original premium content.

    Apple is the tortoise in this race with established media hares and something tells me Apple will prevail. Netflix already got caught napping and lost 2% of its subscriber base, and probably more than that, too. The hare in the fables of Aesop learned that the race not always is to the swiftest. Netflix has learned similarly. I suspect any good hare would call for a second race and in so doing the hare would say to himself that this time I will not nap along the course but run all-out to the finish line. So, Netflix is revamping its strategy. I still place my bet on Apple, the tortoise, in this streaming war race.

    Netflix’s subscriber base has only one direction, down. It is the biggest loser in this race. Apple’s subscriber base has only one direction, up. I place my bets any day on Apple relative to the media streaming wars.

    July 8, 2022

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