Apple TV+ sees no growth in Q1 subscriber numbers

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.

1. Amazon Prime Video (21%)
2. Netflix (20%)
3. Disney+ (15%)
4. HBO Max (14%)
5. Hulu (11%)
6. Paramount+ (7%)
7. Apple TV+ (6%)
8. 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