Quick Read
- Apple TV+ has about 45 million paid subscribers, far less than Netflix’s 300 million and HBO’s 120 million.
- Hit sci-fi series ‘Pluribus’ became Apple TV’s most-watched show in 2025, with its nine-episode first season concluding December 24.
- ‘Severance’ season three will film from April to December 2026, with a projected premiere in summer or fall 2027.
As 2025 draws to a close, Apple TV has become a fixture in the global streaming conversation—no longer an afterthought, but not yet a dominant force. The landscape is crowded: Netflix towers with over 300 million subscribers, HBO/Max boasts 120 million, and Apple TV+ holds a modest 45 million paid viewers worldwide, according to Variety and Evoca.tv. Yet, the buzz around Apple TV is palpable, especially with the success of fresh originals like ‘Pluribus’ and the anticipation for ‘Severance’ season three.
Apple TV’s Strategy: Quality Over Quantity
From its late 2019 launch, Apple TV+ distinguished itself by focusing on original content, eschewing the vast back catalogs that have fueled rivals’ libraries. This deliberate strategy—less is more—means only a handful of carefully produced shows and movies debut each year. The result? Apple TV+ has earned a reputation for quality, but its smaller library can’t match the endless scroll of Netflix or HBO. Engagement spikes during premieres and finales, then tapers off, unlike Netflix’s steady stream of new releases.
‘Pluribus’: The Sci-Fi Hit Redefining Apple TV’s Appeal
The surprise breakout of 2025 is ‘Pluribus,’ a sci-fi drama starring Rhea Seehorn. The show’s quirky premise—a romance novelist among twelve survivors of a pandemic that makes everyone blissfully happy—has captured imaginations and topped Apple TV’s viewership charts, outpacing even established hits like ‘Severance.’ Season one rolled out nine episodes from November to December, with the finale dropping on December 24. The show’s unique release strategy, which lets episodes go live the night before official premiere dates, helped build word-of-mouth and social media buzz, fueling episodic spikes in engagement (CNET).
Viewers can stream ‘Pluribus’ via a $13/month Apple TV subscription, with options for bundles and free trials. For those abroad, VPNs offer a way to keep up—though it’s wise to check the platform’s terms regarding region-specific access.
‘Severance’ Season 3: Anticipation Builds
Apple TV’s prestige drama ‘Severance’ remains a crown jewel, celebrated for its singular creative vision and critical acclaim. Season two ended with a 94% rating and landed on numerous “best-of-2025” lists (Rotten Tomatoes, Entertainment Weekly, IGN). Fans have been clamoring for news about season three, and the wait is finally over: filming is set for April to December 2026, with a premiere eyed for summer or early fall 2027 (Newsweek, Production Weekly). The extended production and post-production windows suggest Apple TV is investing heavily in maintaining the show’s high standards—making each release a cultural event rather than just another episode drop.
As critics have noted, ‘Severance’ stands apart in a market crowded with algorithm-driven fare. The show’s unique vision and careful pacing have helped Apple TV+ carve out a niche among viewers who crave thoughtful storytelling.
Financials, Market Share, and Global Reach
Despite the buzz, Apple TV+ faces steep financial and market hurdles. The platform reportedly loses around $1 billion annually, driven by an aggressive $4.5 billion yearly content spend. This loss is offset only by the broader profitability of Apple’s hardware and services ecosystem. Subscriber numbers remain modest, and Apple TV+ captures just 9% of the U.S. SVOD market (Evoca.tv). Internationally, the service’s reach lags far behind Netflix and Disney+, in part due to limited localization and availability.
Device bundling and long trial periods within the Apple ecosystem help drive sign-ups, but they don’t guarantee lasting engagement. The platform’s visibility peaks during high-profile releases, only to fade until the next event.
Is Apple TV “Winning” the Streaming Race?
Objectively, Apple TV+ is not “winning” the streaming race. Netflix and HBO lead by every major metric: subscribers, revenue, global footprint, and cultural impact. Apple TV+ has, however, succeeded in transforming its image from a minor player to a legitimate secondary competitor. The platform’s curated approach, strategic use of the Apple ecosystem, and ability to generate buzz around select releases have made it increasingly relevant in industry discussions. But visibility and prestige do not equal dominance.
The holiday season, with its captive audiences and release-driven excitement, has temporarily boosted Apple TV’s profile. Yet, as the year turns, the service remains a niche offering—competitive in select moments, but not a threat to the giants.
Looking Forward: Apple TV’s Evolving Role
As 2025 ends, Apple TV+ enters the New Year as a platform with undeniable momentum, but also clear limitations. Its carefully chosen originals can generate buzz and draw critical acclaim, but sustaining engagement and profitability will require new strategies—potentially more frequent releases, broader international expansion, or innovative bundling. For now, Apple TV+ is a small, talked-about service, playing a focused game in a league dominated by titans.
Apple TV’s story is one of ambition and selective success—proof that in the streaming wars, visibility doesn’t always mean victory. For viewers, the platform offers a distinct experience. For industry watchers, it’s a case study in how strategic curation and ecosystem integration can reshape perception, even if not the scoreboard. As the streaming market evolves, Apple TV’s next moves will be watched closely—but for now, it’s the underdog with a growing voice, not the leader of the pack.