Apple TV’s Top Subscriber Gains: Not Just Due to Ted Lasso or Severance

Apple TV has long been known for its premium dramas and top-tier original content, but recent data tells a new story; sports are emerging as a surprising hit for the streaming platform.

A report from Antenna, shared by Lucas Shaw at Bloomberg, reveals that Major League Baseball (MLB) games have been driving more new Apple TV signups than even the most popular shows and movies on the service, and it’s been happening consistently.

According to the data from April to September 2025, MLB games are bringing in more subscribers than tentpole series like The Morning Show and Your Friends & Neighbors.

One particular game, the Los Angeles Dodgers vs. New York Yankees match in May, drew a whopping 722,000 signups all on its own, exceeding signups for any other show or movie in the same time frame.

The top ten signup drivers for Apple TV from April to September 2025 included six individual MLB games, indicating a significant shift in streaming behavior. Huge live events like these games are proving to be more effective at attracting subscribers than anything else.

Antenna’s insights are particularly valuable given Apple’s practice of not disclosing subscriber numbers or which titles are driving signups. For a service like Apple TV, which offers a carefully curated content library, these trends can offer a glimpse into where the real momentum lies.

Notably, sports events remain appointment-viewing, especially when exclusive to a streaming platform. As fans are compelled to subscribe to catch these events, even temporary spikes in subscriptions can have a lasting impact.

Looking ahead to 2026, Apple TV subscribers can anticipate even more sports content, with full access to Formula 1, Major League Soccer (MLS), and continued MLB coverage, all included in the standard Apple TV subscription. This shift towards a sports-heavy offering could significantly reshape Apple TV’s trajectory for growth.

At its current price of $5.99 per month until December 1, 2025, Apple TV offers one of the most affordable streaming options in the market. Subscribers can enjoy access to hit series like Ted Lasso and Severance, with additional value for those in the Apple ecosystem.

The data clearly illustrates that sports enthusiasts are a key driving force behind the surge of new Apple TV subscribers. With the addition of F1 and MLS content, Apple TV could emerge as one of the unexpected winners of 2026.