Parrot: Apple TV+ U.S. Market Share Grows 10% Since March

Apple TV+, the tech giant’s five-month-old SVOD service has seen its market share in the United States grow 10% since March 11, when the World Health Organization declared the Coronavirus a global pandemic, according to new data from Parrot Analytics.

While Apple TV+ accounts for a small share of total demand among more established competitors such as Netflix, Disney+, Amazon Prime Video and Hulu, the service has registered the largest growth in the two weeks following the WHO declaration, compared to the prior two weeks, according to Parrot.

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“Apple TV+ may have gotten off to a slow start last November when it launched, but we have seen demand for the platform’s content overall rise considerably,” Steve Langdon, partnership director of Parrot Analytics, said in a statement. “It is certainly a by-product of the general rise in content consumption we are seeing as a result of consumers abiding by self-quarantine orders, but the introduction of two new original series on the platform is also a factor in this increase in demand.”

Apple TV+ original sitcom “Mythic Quest: Raven’s Banquet,” which bowed Feb. 7, has been performing well for the platform — it currently has 8.7 times the demand of the average TV show in the U.S.

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The revamp of Steven Spielberg’s anthology series “Amazing Stories” that debuted on March 6 currently has 14.1 times the demand of the average TV show in the U.S.

Parrot’s measurement of global demand for television shows includes social media engagement, video streaming and peer-to-peer protocols, photo sharing, blogging, and research platforms.

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