Netflix undisputed leader, TV + far behind
JustWatch’s graphic shows a devastating result for TV +. The Apple service had a full three percent market share between October 1 and December 31, 2020 in the USA. There is no longer a single streaming provider behind TV +, but only “Others” – all small service providers that did not achieve a significant share are bundled in it.
Netflix is still the undisputed market leader. The streaming top dog comes to 31 percent. It is followed by Amazon Prime Video with 22 percent. The top 3 in the ranking is completed by Hulu (14 percent), which is not available in Germany. The value of Disney + with a market share of 13 percent is only slightly lower. HBO Max hits the best single digits. The American pay-TV broadcaster’s streaming service, which is not offered in Germany, has 9 percent. NBCUniversal’s Peacock service, which only started in July 2020, also achieved a better result than Apple TV + with 6 percent.
Apple TV + doesn’t get out of the aisles
The streaming search engine JustWatch evaluated usage data from the fourth quarter of 2020 and calculated the market shares from this. Since the individual streaming providers did not contribute any official figures (and, depending on the company, do not disclose them anyway), these are unofficial projections. Nevertheless, the analysis gives a good impression of the balance of power on the American streaming market. Apple TV + also performed poorly in previous similar studies.
JustWatch does not deal with the reasons for the rankings of the individual providers, but Apple TV + is likely to still suffer from the same disadvantages that were already discussed in previous analyzes and surveys. This includes the still low content volume of series and films compared to the competition. The user interface is also criticized by many users. Both visually and in terms of operation, it is therefore behind competitors such as Netflix. It remains to be seen whether Apple will be able to convince customers better in the future with a renewed content offensive and UI optimizations.