Apple TV+ is now more popular than Paramount+

Apple TV Plus' Ted Lasso
(Image credit: Apple)

The Apple TV+ team in Cupertino is probably having an early celebration in their corporate offices before they party again for Independence Day in the United States — they've just overtaken Paramount+ in market share.

At least that's according to JustWatch — a streaming aggregator that tries to figure out how the streaming services are competing with each other. Of course, Apple doesn't share Apple TV+ figures, so all of this is an estimate.

However, as reported by Cult of Mac, the latest numbers coming out of JustWatch indicate that Apple TV+ now has a 9% share of the streaming market, slightly above Paramount+. 

JustWatch June 2024 metrics

(Image credit: JustWatch)

Of course, Apple TV+ still has a way to go to catch the big streamers like Amazon Prime Video and Netflix who both command over 20% market share. However, Hulu currently only has 10% and Disney+ has 11%, so both of those services are within striking distance for Apple. Max is also only at 14%.

That's especially true since, only three years ago, Apple TV+ only garnered about 3% market share. So, while it's slow, Apple is seeing steady growth with its streaming service. So, with a few more years, Apple TV+ could potentially find itself only behind Netflix and Prime Video.

Market share development 2024

(Image credit: JustWatch)

That trend seems to be playing itself out so far this year. While Max, Disney+, and Hulu seem to have flat overall growth, Apple TV+ seems to be climbing slowly but consistently in market share. There's a chance that Hulu could find itself behind Apple's service by the end of this year at this rate.

I'm not surprised to see this play out this way. While services like Hulu are trying to maintain subscribers mostly through bundling itself with Disney+, Apple TV+ continues to invest in original content that — at this point — is starting to garner Apple TV+ the title of the "new" HBO. You know, since Max decided to kill that brand.

That was a bold move, Cotton. Let's see how it works out for them.

Apple TV | $129.99 at Best Buy

Apple TV | $129.99 at Best Buy

The 2021 Apple TV 4K model is still an excellent streaming box. With this, you can turn any TV into a smart TV, and you get a whole selection of great apps (especially Apple apps) to use on your TV too.

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Joe Wituschek

Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.