Hardly anyone uses Apple TV devices compared to the rest of the market. The majority of the TV streaming market do not want to lock into Apple's closed ecosystem, which also happens to be the most expensive. The Apple TV+ app is available on other streaming devices but it has pitiful numbers compared to ESPN, Netflix, etc.
Apple was good with Jobs making the iPhone and each year it seems Apple seems to lose the edge. Kind of like Bama lately lol.
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Some interesting things pop out to me on these charts:
1. Apple TV+ is ahead of Paramount+ and (assumedly) Peacock since it’s not shown on here. I also don’t see ESPN+ on this chart, so I assume it’s higher than that too.
2. Apple being that close to FireTV is actually kind of surprising considering that there’s not an Apple integrated television and the price point on Apple TV devices is so much higher.
Also, I’m not sure what you mean by Apple’s “closed ecosystem” when it comes to streaming. I have Apple TV+ apps on my Samsung TV, my XBox, my Roku, my LG TV, and even an old Amazon Firestick, so it’s as available as any other streaming service. Also, all of those streaming services listed are available on my Apple devices (iPhone & iPad). So, Apple TV+ as a service very much lives outside the Apple ecosystem.
That being said, you’re not the first person I’ve seen mention the low market share of Apple TV+. I recently saw a stat showing that NWSL games this year are routinely bringing in more viewers than MLS games. The counter-argument to that was that MLS viewership dropped considerably when they moved to Apple TV+ and the Season Pass package. I get both as part of my T-Mobile plan, so I’m good.
Which brings me to my final point… the content for Apple TV+ is lacking. They’ve had some really good shows, but I think a chunk of their subscriber base comes for Ted Lasso then doesn’t stick around for their other content. At least, that’s what we did before T-Mobile started giving it away. I don’t think 1 weekly baseball game, men’s pro soccer, and a few prestige dramas/dramedies isn’t enough to keep the general public’s interest.