April 14, 2020
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.
“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.
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.