Has ‘Ted Lasso’ Season 4 been a hit for Apple TV?
Has ‘Ted Lasso’ Season 4 been a hit for Apple TV?
New data from Ampere shows the new season has compiled millions of views in September.
“Ted Lasso” fans were over the moon when it was officially confirmed that the series would return for a fourth season. That season has nearly come to an end, with the finale episode coming up on Tuesday night. New data from Ampere Analysis highlights how big a success “Ted Lasso” Season 4 has been for Apple TV, and how the streamer is leaning into scripted entertainment at a time when most streamers are ramping up their much cheaper unscripted inventory.
Key Details:
- At the top: “Ted Lasso” Season 4 was the most-viewed show on Apple TV in the U.S. in September.
- Wracking them up: The show attracted 3.3 million views in September.
- Where’s the script?: Apple TV continues to lean into scripted content, bucking industry trends.
Per Ampere’s data, the fourth season of “Ted Lasso” was the most-watched title on Apple TV in the United States in September. The show compiled 3.3 million views domestically in September; the views statistic counts streaming events and does not include estimated co-viewing.
The new film “Mayday,” starring Ryan Reynolds and Kenneth Branagh, was second with 2.1 million views. “Widow's Bay” remained popular for Apple TV in September, ranking fifth for the streamer with 1.1 million views following its dominant showing at the Emmys. With Spooky Season now in full swing, the show could see yet another resurgence in views in October.
Click chart to expand to full size.
Apple TV is continuing to lean into new releases of scripted titles like “Ted Lasso,” which runs counter to the industry’s current preferences. It has the lowest proportion of unscripted content among all major American services, at just 18%. By comparison, HBO Max has the most unscripted content, accounting for 72% of its library based on U.S. content hours.
“Apple chose a unique strategy in the global streaming market with a relentless focus on quality over quantity,” Ampere Analysis executive Guy Bisson said. “While other streamers are increasingly moving towards a generalist content mix where unscripted content is becoming central, Apple TV has invested heavily in premium scripted shows that continue to drive strong viewer engagement, positive word of mouth and awards recognition. The streamer is doubling down on that strategy, showing that taking the path less trodden pays dividends in a fiercely competitive market.”
Other than Apple TV, every top American streaming service has increased its proportion of unscripted content in the last four years. Apple TV continues to cement its role in the marketplace as a premium streaming service; it’s also the only streamer that doesn’t offer an ad-supported tier.
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.