A new market study of the video streaming platforms’ subscribers base by JustWatch reveals that Apple TV+’s market share grew by 2% in 2021 in the United States. Although the number is very small, it is a positive indicator for Apple’s video streaming service.
In November 2019, Apple TV+ was launched to offer all original movies, shows, and more. But the outbreak of the COVID-19 pandemic in March 2020, had an impact on the release of new content. With a limited library, Apple TV+ captured only 3% of the market share in its first year of launch, in the United States. Having said that, shows and movies like “Ted Lasso”, “Foundation”, “Finch” and “Palmer” have been massive hits for the service.
While Apple TV+ saw slight growth, Netflix subscribers base declined by 6%
JustWatch is a comprehensive streaming guide of leading video streaming services. Its report details that in 2021, Netflix retained the first spot with 25% market share, Amazon Prime Video was second place with 19% market share, and Disney+ secured the third position with 13% market share. In comparison to 2020, both Netflix and Amazon Prime have seen a decline in their subscriber base.
Video streaming service data collected in Q4 of 2020
Netflix – 31%
Amazon Prime – 22%
Hulu – 14%
Disney+ – 13%
HBO Max – 9%
Peacock – 6%
Apple TV+ – 3%
In 2021, things are looking a little better for TV+.
In 2021, the SVOD market saw extreme growth in competition. Apple TV+ ended the year on its highest market share to date, and added 2% throughout the year. Netflix and Prime Video continually lost market share as other platforms such as HBO Max, Paramount+, and Discovery+ gained momentum. Adding +5%, HBO Max had the most successful year in 2021.
Apple TV+ is investing in new content and is regularly releasing new movies and shows. Recently, the “Fraggle Rock: Back to the Rock” was premiered and in February, a new romantic-drama movie “The Sky is Everywhere” will debut on Valentine’s Day weekend, and workplace thriller series “Severance,” starring Adam Scott will premiere on February 18.