Apple TV+ saw subscription bumps with the season two premiere of Severance this January, but new data from JustWatch shows that it hasn’t been enough to dethrone streaming giants. The platform’s US market share crept from 7% in Q4 2024 to 8% in Q1 2025.
Amazon Prime Video and Netflix continue to dominate, holding the top two slots, while Max and Disney+ follow, further behind. Peacock and Starz both hit 2% market share during the same period.
Here’s the full breakdown of market share, according to JustWatch:
- Amazon prime video: 21%
- Netflix: 20%
- Max: 13%
- Disney+: 12%
- Hulu: 10%
- Apple tv+: 8%
- Paramount +: 7%
- Peacock: 2%
- Starz: 2%
- Others: 5%
Launched in 2019, Apple TV+ boasts over 300 titles, focusing solely on original content, a strategy that results in a smaller library compared to competitors.
Despite winning awards, a recent report estimates Apple TV+ loses Apple roughly $1 billion annually and has around 45 million subscribers globally.
