Apple TV+ sees big subscriber boost after hitting on Prime Video
Apple TV+ sees big subscriber boost after hitting on Prime Video
Prime Video first began distributing Apple TV+ subscriptions in October, and has seen a big jump in subscriptions since then.
Apple TV+ does not report its subscriber totals publicly, which has left analysts with little information to gauge how well the streamer is doing. Last week, a decidedly negative update regarding the streamer was released, but not directly from Apple. The Information reported that the streamer still loses $1 billion every year, but this week, there is news that is a bit more positive. According to the Next TMT newsletter, Apple TV+ has seen a significant influx of new customers since launching on Prime Video Channels.
Key Details:
- Apple TV+ first launched on Prime Video in October 2024.
- The streamer has garnered more subscribers every month since, peaking at nearly 3 million in January.
- Apple TV+ also saw a jump in revenue after raising prices in 2023.
Apple TV+ was previously available on streaming aggregators like The Roku Channel, but it did not become available through Prime Video Subscriptions until October 2024. Immediately after becoming available on the Amazon platform, the streamer began to see a noticeable upswing in new subscribers.
Next TMT cites data from Antenna that shows that subscriptions began to increase dramatically almost immediately after Apple became available through Prime Video. New additions peaked in January 2025, when around 3 million new customers joined Apple TV+ across all subscription avenues. Novel subscribers for Apple TV+ trailed off slightly in February, but were still much higher than in September 2024, the month before the streamer began being distributed via Prime Video.
There are likely a number of factors at play in the jump of new customers for Apple TV+, including new content additions highlighted by the second season of “Severance.” Conversely, Apple TV+ also has the second-highest churn rate of premium subscription services measured by Antenna, but joining Prime Video nevertheless had an undeniable positive result for the streamer.
Revenue has also been creeping up at Apple TV+. The streamer saw a $2 increase in average revenue per user (ARPU) after raising prices to the current $10 per month level in 2023. The news that the streamer still loses $1 billion per year means that the price increase alone was not enough to make the streamer profitable, but there are more steps the streamer can take to reach profitability, including additional price increases or an ad-supported plan.
Reuters recently cited analysts polled by Visible Alpha who estimated that Apple TV+ still has around 40 million customers, a number that has been bandied about for the service for years. Without concrete data from Apple though, there is no real way to verify those numbers, but at the very least, the company is seeing a positive result from making its streamer available on Prime Video.
Apple TV
Apple TV (formerly known as Apple TV+) is a subscription video streaming service for $14.99 per month, offering a growing slate of original series, films, documentaries, and specials. Unlike other platforms that combine licensed titles with originals, Apple TV is built entirely around exclusive programming, making it the home of critically acclaimed hits such as “Ted Lasso,” “Severance,” “The Morning Show,” and “Silo.” Its lineup continues to expand with award-winning dramas, comedies, family-friendly shows, and blockbuster original films like “CODA,” which won the Academy Award for Best Picture.