Apple TV+ ranked last in new market research by JustWatch of video streaming subscriptions in the fourth quarter of 2020 in the United States. The report reveals that Apple’s video streaming service only managed to capture only 3 percent market share while Netflix led the video streaming market with 31 percent share in the U.S.
Cupertino tech giant launched Apple TV+ video streaming service on November 1, 2019. The service offers a wide variety of all original content for kids and adults. Although Apple TV+ has earned Emmy awards, Emmy nominations and accolades for titles like Peanuts in Space, The Morning Show and others, the service has not been successful in attracting consumers. On the other hand, its competitors have been doing well, especially established names like Netflix, Amazon Prime and others.
Netflix leads the video streaming service and Apple TV+ fails to impress in the United States
Based on data collected in Q4 of 2020, JustWatch listed the market share obtained by the popular video streaming platforms in the United States.
- Netflix – 31%
- Amazon Prime – 22%
- Hulu – 14%
- Disney+ – 13%
- HBO Max – 9%
- Peacock – 6%
- Apple TV+ – 3%
Recently, the Cupertino tech company prolonged the free trial period for Apple TV+ until July 2021 from the end of February 2021 for existing subscribers. Presumably, that did not attract many new users. Although reasons for Apple TV+ failure to grab a bigger share of the market are not given in the report, it is assumed that since the video streaming service only offers original content, then the outbreak of COVID-19 pandemic in March 2020 and subsequent lockdowns and precautionary measures affected the production of new titles or seasons of the existing ones. Maybe that’s why the service ranked below services that were launch after Apple TV+ like Disney+, Peacock, and HBO Max.
Whereas, Netflix bloomed in COVID-19 pandemic stay at home orders. Yesterday, the leading video streaming service published its Q4 2020 revenue report which documented a 46% Y-o-Y growth. Netflix offers third-party content, local and international, therefore it has a lot more to offer and hence, the larger subscription base.
For the full year, our 37m paid net additions represented a 31% increase from 2019’s 28m paid net adds. We’re becoming an increasingly global service with 83% of our paid net adds in 2020 coming from outside the UCAN region. Our EMEA region accounted for 41% of our full year paid net adds, while APAC was the second largest contributor to paid net additions with 9.3m (up 65% year over year).
The new research report might be a blow to Apple TV+ but as much as we know the company’s ethics and drive to overcome challenges, we expect the company to overcome these initial obstacles in due time. The service is releasing new seasons and shows this year like Ted Lasso, For All Mankind, and Losing Alice. It has also signed new movie deals like Sci-fi comedy produced by Ben Stiller, Kitbag movie starring Joaquin Pheonix, Oprah Winfrey documentary, and others.