Cue the two-minute sizzle reel...
So far, so good, right? Well, yes – but the statuettes and pretty statistics don’t tell the whole story. That 29% market share increase sounds mightily impressive on paper, but it actually represents a jump from 5% to just 6.2%. Netflix and Prime Video, for their part, currently boast just over 27% and 24% of the streaming market, respectively, and while Apple’s streamereaten into the shares of both platforms since January 2021, Apple TV Plus is still a far cry from kicking it with the big boys.
Apple’s streamer still feels like an afterthought; a fun experiment for the richest brand on the planet. The Cupertino giant rightly priotitizes the sale of its iPhones, MacBooks and AirPods over the expansion of Apple TV Plus’ content library, but a handful of Emmy Award-winning series and Martin Scorsese-directed movies isn’t and won’t be enough to make Netflix and Disney executives quake in their boots.
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