Netflix, Hulu score big among teens. Apple TV+? Not so much
Netflix, Hulu score big among teens. Apple TV+? Not so much
According to a new survey, Apple might want to work a little harder in steering young iPhone users toward its streamer.
Teens are the next generation of money-spenders in the United States, which is why companies are focused on ensuring they know exactly the types of goods and services teens are consuming. That’s why Piper Sandler recently published its 49th semi-annual Taking Stock with Teens survey, which measures how often teens are using certain products. The survey has insights on which streamers teens are using most often, and which ones need to do a better job of youth outreach.
The survey from Piper Sandler found that Netflix was the most popular video streaming service among teen respondents. Thirty-one percent said they used Netflix daily, the highest of any video streamer measured in the survey. YouTube came in a relatively close second, with 26% indicating that they watched the service every day.
Perhaps surprisingly, the streamer that came in third place was Hulu, albeit a considerable ways behind the top two. This service has been streaming video since 2007, and is not exactly the first service that comes to mind when one thinks of cutting-edge platforms that are revolutionizing the industry. Nevertheless, 7% of teens surveyed by Piper Sandler said they used Hulu every day.
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One streamer that didn’t fare so well among teens was Apple TV+. That’s not to say that Apple is an unpopular brand among teens; Piper Sandler found that an eye-popping 88% of American teenagers say they own an iPhone, far outdistancing any other manufacturer.
Despite that, however, only 1% of teens in the survey said they use Apple TV+ every day. That’s all the more disappointing from Apple’s perspective considering iPhone buyers get a three-month free trial of the streaming service as a gift.
Another recent study by CIRP found that 50% of Apple TV+ subscribers own an iPhone, iPad, and a Mac computer, so brand loyalty isn’t exactly a problem for the company. Still, there’s clearly something lacking in the Apple TV+ youth outreach efforts, as Sandler Piper’s survey clearly demonstrates.
Having as high a rate of iPhone ownership among teens as it does will help Apple feel a lot better about the usage of its streamer amongst that age group. Still, if it wants Apple TV+ to survive in the long term, the company has to get more young viewers watching the streamer regularly.
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.