Report: about one-third of Apple customers report using Apple TV
Thinking of catching a movie at home over the holidays? Even if you own Apple products, you probably will watch something other than Apple TV.
Consumer Intelligence Research Partners (CIRP) asked recent Apple customers what video streaming services they use. As a reminder, the research group surveyed US adults that bought an Apple product (iPhone, iPad, Mac computer, or Apple Watch) in the preceding three months. CIRP says Apple TV “has a decent but by no means significant streaming video share for those Apple customers.” Apple TV’s share is much smaller than the leading streaming video competitors.
Specifically, about one-third of Apple customers report using Apple TV. This share has remained relatively stable for the past few years, according to CIRP.
“For this analysis we are looking only at Apple customers, yet several streaming services are significantly more prevalent. Netflix of course dominates, with about three-quarters of Apple customers using it,” the report says. “Hulu and Amazon Prime are the next strongest with about 60% penetration into the Apple customer base. Note, Amazon Prime and Apple TV are the only two video streamers that are not primarily in the entertainment business. The narrower entertainment providers also beat Apple, with 35% to almost 50% watching Disney+, Peacock, and Paramount+. Max (formerly HBO) has a slightly smaller share, at about one-quarter of Apple customers.”
Of course, as CIRP notes, Apple TV remains an ancillary business for Apple. It sits within the Services segment, which is growing in importance and is currently dominated by App Store and related software sales.
“Yet, as hardware sales continue to slow down, Apple will rely more on services revenue, including Apple TV, for growth and profits,” says CIRP. “Apple’s investment in live sports, primarily Major League Soccer and Sunday Night Major League Baseball are a step in that direction, but Amazon Prime Video has already made seemingly bigger deals with the NFL and NBA.”
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