According to the latest data from JustWatch, Apple TV+’s market share in the US has remained stable over the past few quarters. DMN has accessed exclusive insights into the streaming service’s performance during Q4 2024, revealing that Apple continues to maintain its position without drastic changes.
Apple TV+ Market Share in the US
In the third quarter of 2024, Apple TV+ held an 8% share of the US market. However, in the fourth quarter, the platform experienced a slight decline, resulting in a market share of 7%. While this decrease is minor and aligns with prior reports, it highlights the ongoing challenges Apple faces in competing with larger streaming services.
JustWatch emphasizes that many viewers still consider Apple TV+ to be a “secondary choice,” especially in a rapidly evolving streaming landscape dominated by major players like Netflix and Max.
“In 2024, Apple TV+ maintained a modest but stable market share in comparison to its competitors, trailing behind leading platforms like Prime Video, Netflix, Hulu, and Max. Despite a consistent performance, Apple TV+ found it difficult to catch up with Paramount+ and fell significantly short of Disney+’s early-year success,” the report indicates.
As usual, the top two spots in the market share ranking are contested by Amazon Prime Video and Netflix, followed closely by Max at 13% and Disney+ at 12%.
Here’s a complete view of the market share rankings as per JustWatch:
- Amazon Prime Video: 22%
- Netflix: 21%
- Max: 13%
- Disney+: 12%
- Hulu: 11%
- Paramount+: 9%
- Apple TV+: 7%
- Peacock: 1%
- Others: 4%
Since its launch in 2019, Apple TV+ has curated an inventory of approximately 300 titles, which is considerably fewer than its rivals. The platform prioritizes original content exclusively. While some of Apple’s original films and series have garnered prestigious awards, the competition remains fierce.
As part of its promotional efforts, Apple provided free access to Apple TV+ for all users during the first weekend of 2025. However, the impact of this campaign will only be determinable in the upcoming quarter.
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