Apple TV Ranks as Fourth-Largest SVOD Platform in the U.S. with Strongest Annual Growth

Apple TV has hit a major milestone in the U.S. streaming market, landing in fourth place among subscription video-on-demand platforms according to the latest JustWatch report for Q2 2026. This data is based on interactions from over 45 million streams tracked using the JustWatch app and website, showing changes in user interest and engagement over the past three months.

In this ranking, Netflix leads with 20%, followed by Amazon Prime Video at 15% and Disney+ at 13%. Remarkably, Apple TV shares the 13% spot with Disney+, moving up from fifth place to secure a solid fourth position, overtaking Hulu and Max.

Apple TV’s growth of 1 percentage point during the last quarter and a remarkable 5 percentage points year-over-year reflects a strong surge in popularity. Despite not disclosing exact subscriber numbers, industry estimates suggest around 45 million paid subscribers, making Apple TV a significant player in the U.S. streaming landscape, especially due to its close integration with Apple’s hardware ecosystem. Through promotions like offering three free months with the purchase of new Apple hardware and bundling through Apple One, Apple TV has seen increased adoption.

Additionally, Apple TV’s focus on high-quality original content, such as Severance and Shrinking, has led to record viewership. The announcement of securing exclusive U.S. rights to Formula 1 starting in 2026 marks a move into live sports content, expanding their appeal even further.

The U.S. SVOD market is dynamic, with Netflix and Prime Video leading the pack. However, services like Apple TV are gaining ground by prioritizing premium content and a focus on quality over quantity. This growth signals that a targeted, high-production approach can captivate audiences even without massive content libraries like those of larger competitors.