Just 11% of U.S. Households Use Apple TV Plus

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MoffettNathanson's latest quarterly SVOD report shows the Apple platform lagging behind other major U.S. subscription streaming services

Apple TV Plus
(Image credit: Getty Images)

More than a year after the last episode of its only signature hit, Ted Lasso, dropped, Apple TV Plus continues to run in place, quietly used by only around 11% of U.S. streaming households, according to the latest quarterly All Things Streaming report from MoffettNathanson. 

The equity research firm, along with HarrisX, interviewed around 8,500 U.S. household decision-makers, determining usage of Apple TV Plus  remains flat and is falling behind most of the other major U.S. subscription video-on-demand services. 

Approaching the fifth anniversary of its launch in early November, Apple TV Plus has never had an official subscriber count published. 

(Image credit: MoffettNathanson)

The fastest riser right now remains Peacock, which is now used by around 21% of U.S. households, surpassing Warner Bros. Discovery’s moribund Max. 

Also increasing quickly in usage is Paramount Plus, which now narrowly trails Disney Plus in reported household consumption. 

Peacock also seems to rising in regular engagement, based on this graphic that tracks frequent household usage.

(Image credit: MoffettNathanson)

Peacock ended Q2 with around 34 million subscribers, up by about 10 million users year over year. 

Daniel Frankel
Daniel Frankel

Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!