Market share

Apple TV+ reaches 6% market share in the United States

A report from earlier this year found that Apple TV+ had grown slowly, reaching just 5% of the US streaming platform market share. Three months later, Apple TV+ finally represents 6% of the American streaming market – while Netflix continues to lose subscribers.

According to a new report from just look seen by 9to5Mac, Q2 2022 results were quite positive for smaller streaming platforms like Paramount+, Apple TV+, Hulu (which is owned by Disney), and Disney+. While these platforms have grown in recent months, the same cannot be said for big players like Netflix and Amazon Prime Video.

Netflix lost 2% market share in the United States last quarter. If the platform remains the most popular, representing 21% of the market, it is struggling to retain its subscribers. Amazon Prime Video and HBO Max have gained more subscribers since January, but both platforms lost a few subscribers last month.

At the moment, here is the situation of the market shares of streaming platforms in the United States:

  1. Netflix: 21%
  2. Amazon Prime Video: 20%
  3. HBO Max: 15%
  4. Disney+: 14%
  5. Hulu: 10%
  6. AppleTV+: 6%
  7. Paramount+: 4%
  8. Other: 10%

JustWatch notes that Amazon is now only 1% behind Netflix:

The streaming wars continue to escalate, with Netflix losing -2% market share in the second quarter. Rivals such as Apple TV+, Disney+ and HBO Max capitalized on the market leader’s losses and each added +1% in the second quarter. Netflix now only holds a 1% margin on Prime Video, and there’s only a 5% margin between HBO Max and 2nd place.

The 9to5Mac take

Things are not looking good for Netflix. Earlier this year, the company raised prices for all of its plans worldwide, which certainly upset subscribers.

While the Apple TV+ subscription costs $4.99 per month in the US, Netflix charges $9.99 for its basic plan – which supports only one screen and no HD content. Those who want to share Netflix with more people and watch 4K content have to pay $19.99 per month. Netflix is ​​also more expensive than other platforms like Amazon Prime Video and Disney+.

After confirming the loss of more than 200,000 subscribers in the first quarter of 2022, the company blamed users who share their accounts with friends and families. Since then, Netflix has been exploring new ways to retain subscribers, including anti-password-sharing measures and a new ad-supported plan.

As for Apple TV+, the platform benefits not only from its affordability, but also from its critically acclaimed content. The Original Apple TV+ Movie CODA was the first streaming content to win the Best Picture Oscar. Also this year, the Apple TV+ comedy show Ted Lasso won multiple Critics Choice awards.

It looks like Netflix will only lose more subscribers from now on, while Apple TV+ still has plenty of room to grow.

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