According to recent research by JustWatch, the market share for Apple TV+ in the US has remained relatively stable over the past few quarters. Exclusive data obtained by DMN highlights the streaming platform’s market position during Q4 2024, indicating that Apple’s stance remains consistent.
Apple TV+ Market Share in the US
In Q3 2024, Apple TV+ captured 8% of the US market share. However, in the subsequent quarter, its share dipped slightly to 7%, reflecting a minor decrease that aligns with previous trends. This shift underscores Apple’s ongoing challenges in competing against larger streaming services.
JustWatch remarks that most viewers still regard Apple TV+ as a “secondary choice,” emphasizing the fiercely competitive landscape where major players like Netflix and Max continue to dominate.
The report states, “Throughout 2024, Apple TV+ maintained a modest but stable market presence compared to rivals, significantly trailing behind larger competitors such as Prime Video, Netflix, Hulu, and Max. Despite its stable performance, Apple TV+ failed to narrow the gap with Paramount+ and fell notably behind Disney+’s earlier surge this year.”
As usual, Amazon Prime Video and Netflix vie for the top two spots in the rankings. Max stands in third with a 13% share, followed closely by Disney+ with 12% in the US market.
For a comprehensive look at the complete market share rankings from JustWatch, see below:
- 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 offered approximately 300 titles, which is significantly less than many competitors. This is largely due to Apple’s commitment to exclusive original content. Over time, various Apple-produced films and shows have garnered numerous award nominations and wins; however, the competition remains intense.
In an effort to promote Apple TV+, the company granted free access to the service for a limited time during the first weekend of 2025. The effectiveness of this campaign will be assessed in the upcoming quarter.
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