Last year, AppleTV+ joined hands with Prime Video to become its extended channel. Very recently we saw that the platform has expanded its reach on Amazon Prime Video Channels in many more regions as well.
Apple TV+ has seen a major boost in signups after joining Amazon Prime Video Channels in October. According to research firm Antenna, U.S. signups jumped from 1.44 million in September to nearly 3 million in January. Even in February, signups were still up 99% year-over-year.
Despite this, Apple TV+ is reportedly losing about $1 billion annually. A recent report from The Information revealed that Apple spends around $5 billion a year on content but cut back by $500 million last year. Meanwhile, Reuters cited research estimating Apple TV+ has around 40.4 million subscribers—far behind Disney+, which has 124.6 million.
One major challenge is Apple TV+’s high churn rate. While people sign up, many don’t stick around. However, Apple TV+ still manages to create “water-cooler” shows like Severance and Ted Lasso that spark cultural conversations. The platform received a record 72 Emmy nominations last year, proving its quality.
Amazon Prime Video Channels, which can take up to 50% of subscription revenue, is known for helping niche streaming services grow. But Apple isn’t just another niche player, it has serious brand power.
With buzzworthy shows and a growing subscriber base, Apple TV+ isn’t out of the fight yet. The real question is: Can it keep people watching?