Apple TV+ saw no subscriber growth in Q1 2023, according to industry research. Instead, the paid-subscription service dipped in its overall market share compared to other American streaming services. Overall, Apple TV+ ranks seventh when it comes to market share in the streaming industry in the United States.
A study from JustWatch showed that Apple TV+ accounts for 6% of the streaming market. However, this is the same metric JustWatch found for the same time frame in 2022. Meanwhile, Paramount+ jumped Apple TV+ in the overall rankings. Paramount+, the paid-streaming platform from CBS, went from a market share of 4% to 7%. It now ranks sixth in the streaming ranks.
There is a case to be made over Paramount+’s soccer coverage playing a role in its growth. The service is now one of the homes of CBS Sports Golazo Network, the 24/7 soccer streaming channel in the United States. It also has coverage of Serie A and the UEFA Champions League, among others.
Particularly concerning for Apple, though, is the fact that it had a busy Q1. Not only did the third, and potentially final, season of Ted Lasso begin in March. MLS Season Pass debuted on Apple’s platform in February. Granted, Apple TV+ and MLS Season Pass are different entities. You do not need Apple TV+ to stream Major League Soccer. However, there are select games available on Apple TV+, and the MLS 360 whiparound show is available for Apple TV+ subscribers.
Apple TV+ subscriber share compared to other streaming services
This is not soccer-specific. The study pulls in any market share for entertainment. Therefore, the top seven streaming services in terms of market share are noticeably not sports-related.
- Amazon Prime Video (21%)
- Netflix (20%)
- Disney+ (15%)
- HBO Max (14%)
- Hulu (11%)
- Paramount+ (7%)
- Apple TV+ (6%)
- Others (6%)
If Apple does grow concerned with its subscriber count, there are rumblings that there is an opt-clause if the tech giant wants to drop the expensive MLS Season Pass and Major League Soccer streaming rights.
PHOTO: IMAGO / agefotostock
