Apple TV reaping the benefits of stale content on bigger streamers
Apple TV is gaining ground in the U.S. streaming market. Here's how much Apple TV viewership has grown over the last few years, and how the gap is narrowing among the top platforms. Apple TV 4K Streaming spent the last decade rewarding scale, with Netflix and Prime Video building libraries so large that finding something to watch became a chore. Scale still defines the top tier, but oversized catalogs now slow people down instead of pulling them in. New Q1 2026 data from JustWatch, based on more than 35 million U.S. streaming interactions between January 1 and March 31, shows the gap beginning to tighten. Netflix leads at 19% and Prime Video follows at 17%, while Disney+ holds 16% and Apple TV has climbed to 12%. Continue Reading on AppleInsider | Discuss on our Forums
What happened?
Apple TV is gaining ground in the U.S. streaming market. Here's how much Apple TV viewership has grown over the last few years, and how the gap is narrowing among the top platforms. Apple TV 4K Streaming spent the last decade rewarding scale, with Netflix and Prime Video building libraries so large that finding something to watch became a chore. Scale still defines the top tier, but oversized catalogs now slow people down instead of pulling them in. New Q1 2026 data from JustWatch, based on more than 35 million U.S. streaming interactions between January 1 and March 31, shows the gap beginning to tighten. Netflix leads at 19% and Prime Video follows at 17%, while Disney+ holds 16% and Apple TV has climbed to 12%. Continue Reading on AppleInsider | Discuss on our Forums
Story details
Apple TV is gaining ground in the U.S.
Here's how much Apple TV viewership has grown over the last few years, and how the gap is narrowing among the top platforms.
Apple TV 4K Streaming spent the last decade rewarding scale, with Netflix and Prime Video building libraries so large that finding something to watch became a chore.
Why it matters
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