Apple TV+'s share in the US is growing, but still lags behind competitors

A recent study found that Apple TV+ is the highest rated streaming platform on IMDb, despite having the smallest retail catalog center. Now JustWatch has shared streaming platforms’ market share numbers for the first quarter of 2024, which show that Apple TV+ has grown in the US, but still lags behind its main competitors.

Apple TV+ US market share

JustWatch's research covers the major streaming platforms available in the US. In the first quarter of 2024, Apple TV+ grew 1% year-over-year to account for 8% of the market. It is followed by Paramount+, which also has an 8% share.

While growth is always a good thing, it will be a while before Apple TV+ catches up with its other competitors, such as Amazon Prime Video and Netflix, which are on first place with 22% and second place with 21%, respectively. Max (HBO) is the third most popular streaming platform in the US with 14% market share.

Amazon Prime Video and Netflix also grew, while Max, Disney+ and Hulu lost some subscribers.

You can check out the full market share rankings provided by JustWatch below:

  1. Amazon Prime Video: 22%
  2. Netflix: 21%
  3. Max: 14%
  4. Disney+: 11%
  5. Hulu: 10%
  6. Paramount +: 8%
  7. Apple TV+: 8%
  8. Others: 6%

Apple TV+ launched in 2019 with a small catalog of original movies and shows. There are currently around 271 titles available on the platform – far fewer than Amazon Prime Video's 13,000 titles. Despite this, Apple TV+ content has already won several important awards since 2019.

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