From the “almost nowhere to go but up” file, good(?) news for Apple TV+. Cult of Mac has new numbers from JustWatch that show the Cupertino-streamer growing its marketshare in the States. According to the report:
Apple TV+ has 5% of the U.S. streaming market, according to [JustWatch]. While that makes it a small player, the service started 2021 with just a 3% share, so the year saw significant growth.
Others faltered, though one could argue they can afford to lose a little. According to the firm, Netflix fell from a ~30% share of the U.S. streaming market at the start of 2021 to under 25% at year’s end. While Amazon Prime Video’s fall was not as pronounced, the piece says it slipped from “over 20% in January ’21” to “under 20% by December.” According to JustWatch, “Netflix and Prime Video continually lost market share as other platforms such as HBO Max, Paramount+, and Discovery+ gained momentum.”
Props to the Cult for one big, pedantic point:
JustWatch didn’t reveal estimates for exact subscriber numbers for any of the streaming services, just the relative popularity of each. So don’t take these figures to automatically mean that Netflix and Amazon are losing subscribers. If Apple and others are growing the streaming market, Netflix’s subscriber base doesn’t have to decline for its share of the market to decline.
