The market share of Apple TV+ in the US has been fairly consistent over the last few quarters, at least that’s what the latest research from JustWatch shows. Now 9to5Mac has seen exclusive data on the market share of streaming platforms during Q4 2024 – and the situation for Apple remains stable.
During the third quarter of 2024, Apple TV+ accounted for 8% of the market share in the US. But in the last quarter of the year, the platform lost ground to other platforms and its market share fell to 7%. It’s not a significant drop and the figures are fairly consistent considering previous reports, but they do show that Apple is still struggling to compete with larger players.
JustWatch notes that Apple TV+ is still seen as a “secondary choice” for most viewers, as the streaming market has become very competitive and most people still prefer major platforms like Netflix and Max.
“In 2024, Apple TV+ maintained a modest but consistent market share compared to its competitors, lagging behind larger platforms like Prime Video, Netflix, Hulu, and Max. Despite steady performance, Apple TV+ struggled to close the gap with Paramount+ and fell well short of Disney+’s early-year momentum,” the report says.
As usual, first and second place in the ranking are disputed by Amazon Prime Video and Netflix, respectively. Max comes in third with 13%, with Disney+ following close behind with 12% of the market share in the US.
You can take a look at the full market share ranking provided by JustWatch below:
Amazon Prime Video: 22%
Netflix: 21%
Max: 13%
Disney+: 12%
Hulu: 11%
Paramount +: 9%
Apple TV+: 7%
Peacock: 1%
Others: 4%
Launched in 2019, Apple TV+ has around 300 titles available – far less than its competitors have. That’s because Apple’s platform focuses exclusively on original content. Over the years, some of Apple’s original films and shows have been nominated and won important awards, but the competition is tough.
During the first weekend of 2025, Apple promoted Apple TV+ by giving free access to the platform to everyone for a limited period. However, we’ll have to wait until the next quarter to see if the campaign has paid off for Apple.
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