October 1, 2021
Since its launch a week before Disney+ in 2019, Apple’s subscription streaming platform, Apple TV+, has had its share of naysayers complaining about a lack of content and subscribers, among other issues.
That mindset got a reality check this week from London-based research giant Kantar, which contends the service, however many subscribers Apple TV+ has, they are loyal when it comes to binge-viewing content. About 78% of Apple TV+ subs watch multiple episodes in one sitting of programs such as “Ted Lasso” and “The Morning Show,” compared to the industrywide binge-viewing adoption rate of 61%.
The data, based on responses from 20,000 U.S. consumers and 12,000 in the U.K., found that Apple TV+ subs either go all in binge-viewing — or not at all.
“In June, Apple had more heavy users of the service than Netflix, but few medium intensity users — they‘re binging, or not using it much at all,” read the report.
Apple has never disclosed subscriber numbers, despite offering the $4.99 monthly service free for 12 months to anyone who purchases an Apple device. Company officials recently admitted to an industry event that the platform had less than 20 million paid subs — compared with 103 million for Disney+ and 210 million for Netflix. Apple TV+ users (including promotional) reportedly top 40 million.
The report also found that subscriber approval of Apple TV+ content has increased — a finding that mirrors the critical acclaim afforded the aforementioned “Ted Lasso,” “The Morning Show,” and the new “The Problem With Jon Stewart” show.