Apple TV + increases its market share while Netflix and Amazon Prime lose subscribers

Apple TV+’s market share continues to grow as other rival giants like Netflix and Amazon Prime Video continue their trend of losing subscribers.

Apple TV Plus

(Photo: Thiago Prudencio/SOPA Images/LightRocket via Getty Images)
SPAIN – 2021/07/13: In this photo illustration a close up of a hand holding a TV remote control is seen in front of the Apple TV+ logo.

It looks like the iPhone maker’s streaming service is still getting new subscribers, while the rest of the giant players are experiencing the opposite.

Apple TV + increases its market share

According to the latest report from 9to5 Mac, major streaming players like Netflix and Disney are losing subscribers in recent months.

In fact, recent research has shown that the only mass streaming service that continues to grow its market share is none other than Apple TV+.

It turns out that the streaming service, which hosts the critically acclaimed sports comedy series Ted Lasso, grew massively from early 2021 through last August.

In fact, JustWatch research seen by 9to5 Mac shows that Apple TV+ saw a whopping 29% increase in that period.

And with that, the iPhone maker’s streaming platform now owns roughly 6% of the global streaming market. But it has yet to be as massive as major contenders like Netflix and Amazon Prime Video.

Also read: Amazon Prime Video: New Interface Now Available Through Apple TV – Here’s How To Access It

Netflix and Amazon Prime Video lose subscribers

On the other hand, JustWatch research found that Netflix has lost around 14% market share from January 2021 to August 2022.

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netflix headquarters
(Photo: ROBYN BECK/AFP via Getty Images)
The Netflix logo is seen on the Netflix, Inc. building on Sunset Boulevard in Los Angeles, California on October 19, 2021.

But despite that, the renowned streamer, who brought us hits like Squid Game and Stranger Things, is still the best service in terms of market share.

Meanwhile, the undisputed second largest streamer in market share, Amazon Prime Video, saw a 19% drop in its number of subscribers in the same period.


(Photo: PATRICK T. FALLON/AFP via Getty Images)
Amazon Delivery signage is displayed outside an Inc. delivery center during Amazon Prime Day on July 12, 2022 in Torrance, California. – What started as a one-day event for shopping deals in 2015 has morphed into a 48-hour event for Amazon Prime members.

So even if Netflix has been losing its market share at 27.3%, Amazon’s streaming service still comes in second thanks to its 24.3% slice of the pie.

And in third place is the newest player in town, Disney+, with 18.2% of the market share. In fourth and fifth place are HBO Max and Apple TV, which capture 7% and 6.2% of the market.

It’s worth noting that Netflix has admitted that it has been losing subscribers. The giant streamer also expects the depressing trend to continue in the coming months.

And as such, according to a report from Tech Crunch, the streaming service plans to introduce its cheapest ad-supported tier later this year or in November.

Related article: Apple offers Apple TV gift cards to more countries after online store closure

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Written by Teejay Boris

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