Limited Impact: Apple TV+ Struggles to Gain Subscribers Despite Severance Deal

Apple TV+ had an 8% share of the U.S. streaming market in the first quarter of the year, which is the same as last year. Despite the release of new episodes of the popular show Severance, there was only a slight increase in Apple TV+’s market share. However, this doesn’t mean that the number of Apple TV+ subscribers isn’t growing. While Apple’s market share remains relatively stable, the overall streaming market is expanding.

Severance was a major success for Apple TV+, but it’s not the only hit show on the platform. Other series like Silo, Shrinking, and Dark Matter have also attracted large audiences. These shows have helped Apple TV+ carve out an 8% share of the U.S. streaming market in the first quarter of 2025. While this is a slight increase from the previous quarter, it’s the same as their market share in Q1 of 2024.

Although Apple TV+ hasn’t seen significant growth in market share recently, there has been a steady increase in the total number of subscribers across all streaming services. This growth is likely why Apple CEO Tim Cook isn’t too concerned that Apple TV+ is losing about $1 billion annually. Despite this, Apple TV+ continues to see growth in its subscriber base.

In comparison to its competitors like Amazon Prime Video, Netflix, HBO Max, and Disney+, Apple TV+ hasn’t been able to shake up the streaming market. While Apple hasn’t seen a significant increase in market share, neither have its rivals. Prime Video, Netflix, and HBO Max have maintained their positions in the market, with Disney+ being the only standout with a slight increase in market share.