Apple TV is Far from the Top, Even for Apple Customers

Thinking of catching a movie at home over the holidays? Even if you own Apple products, you probably will watch something other than Apple TV.

CIRP asks recent Apple customers what video streaming services they use. As a reminder, we survey US adults that bought an Apple product (iPhone, iPad, Mac computer, or Apple Watch) in the preceding three months. Apple TV has a decent but by no means significant streaming video share for those Apple customers. Apple TV’s share is much smaller than the leading streaming video competitors.

Specifically, about one-third of Apple customers report using Apple TV (Chart 1). This share has remained relatively stable for the past few years.