Apple TV+ gains global market share and approaches HBO Max

It’s been more than two years since Apple launched its own streaming platform with exclusive movies and TV shows. Despite Apple TV's slow growth, global market share has increased over the past five months, bringing Apple's subscription service closer to HBO Max.

Apple TV lost some users after shortening its free trial period for new customers in July 2021, according to a new report from JustWatch. Apple TV's market share fell below 5% between July and September 2021, but the platform regained subscribers in October 2021, surpassing the 5% mark.

The huge influx of new Apple TV subscribers during this period is likely due to the release of highly anticipated new shows and seasons in September and October, such as Foundation, Invasion, and the second season of The Morning Show

In February 2022, Apple TV’s global market share was 5.6%, still far behind major competitors such as Disney and Netflix, but close to HBO Max. The WarnerMedia-owned streaming platform lost subscribers last month even as it expanded into more European countries. JustWatch estimates HBO Max holds 7% of the global streaming market.

Newly launched streaming service HBO Max continues to expand its market share with the launch of the service in Europe. Peacock and Peacock Premium both failed to gain traction, while AppleTV gained momentum after an initial dip. Apple's streaming service is close to surpassing HBO Max globally.

#While highly anticipated releases certainly help attract new users to streaming platforms, a recent study suggests they aren't enough to bring those Users subscribe for a long time. Apple reportedly wants to release at least one new piece of content on Apple TV every week, so perhaps this will put Apple's streaming service on par with other platforms.

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