Apple TV Statistics 2026
By Axis Intelligence Research
Co-author: Alex Rivera | Last updated: July 12, 2026 | License: CC BY 4.0
Apple TV holds more than 45 million paid memberships globally — a floor confirmed by Apple SVP Eddy Cue in October 2025 — and has climbed to 13% U.S. SVOD market share in Q2 2026, the strongest annual gain of any major streaming platform. The service, rebranded from Apple TV+ in late 2025, now bundles Formula 1, MLS, and MLB alongside 850+ award-winning original titles.
Quick Answer: Apple TV Key Statistics (2026)
Apple TV surpassed 45 million paid subscribers as of late 2025, per Eddy Cue’s public statement. According to JustWatch data published July 2026, the service holds 13% of the U.S. SVOD market — ranking it fourth nationally, ahead of Hulu and Max. Apple’s Services segment, which includes Apple TV, hit a record $30.98 billion in Q2 fiscal year 2026 (ended March 28, 2026), up 16.3% year-over-year. Apple TV originals have earned 850 wins from 3,734 award nominations as of July 2026 per Apple’s Newsroom.
Key Findings
According to Axis Intelligence Research analysis of primary-source data as of July 2026:
- Apple TV holds more than 45 million paid memberships globally — confirmed by Eddy Cue on The Town podcast in October 2025, with Cue stating the actual figure is “significantly more” than analyst projections of 40–45 million.
- Apple TV’s U.S. SVOD market share reached 13% in Q2 2026, up 5 percentage points year-over-year — the largest annual gain of any major streaming platform tracked by JustWatch.
- Apple’s Services segment posted a record $30.98 billion in Q2 FY2026, up 16.3% year-over-year; Apple TV is included in this segment, though Apple does not disclose a standalone revenue figure for the streaming service.
- Apple TV originals have accumulated 850 wins and 3,734 award nominations as of July 2026, per Apple’s Newsroom — including Best Picture for CODA (2022) and Best Sound for F1 (2026).
- Apple TV landed a record 89 Emmy nominations for the 78th Primetime Emmy Awards (announced July 2026), the most in the service’s history, spread across 15 original programs.
How Many Paid Subscribers Does Apple TV Have?
Apple does not disclose subscriber counts for its streaming service — a policy consistent with how the company treats iPhone sales figures and Apple Music numbers. The only official indication came in October 2025, when Eddy Cue, Apple’s SVP of Services, told podcast host Matt Belloni on The Town that the platform’s subscriber base is “significantly more than” the 40–45 million figure cited by analysts. Cue did not provide an exact number.
The 45 million figure itself originated from a March 2025 analyst report, and Ampere Analysis estimated Apple TV’s U.S.-only subscriber base at 18.7 million as of Q1 2026, based on Ampere Markets operator data, while Statista’s eMarketer-sourced forecast put U.S. viewers at 45.9 million for full-year 2026 (a figure that includes free-trial users, not purely paid subscribers). These competing methodologies — global paid memberships versus U.S.-only viewership — explain much of the variance across published estimates.
According to Axis Intelligence Research, using the verified 45 million paid-subscriber floor and the August 2025 price of $12.99 per month, Apple TV generates at minimum an estimated $7.0 billion in annualized direct subscription revenue (formula: 45,000,000 × $12.99 × 12 = $7.01B). This is an Axis Intelligence Research floor estimate; the actual figure is higher given Cue’s “significantly more than 45 million” confirmation and the fact that Apple One bundle pricing differs from the standalone rate. Apple does not publish a breakdown of Services revenue by sub-category.
| Metric | Value | As-of | Source |
|---|---|---|---|
| Global paid memberships (floor) | >45 million | Oct 2025 | Eddy Cue, The Town podcast |
| U.S. paid subscribers (Ampere est.) | 18.7 million | Q1 2026 | Ampere Analysis |
| U.S. viewers (eMarketer forecast) | 45.9 million | Full-year 2026 | eMarketer via Statista |
| Annualized subscription revenue (Axis floor est.) | $7.0B | July 2026 | Axis Intelligence Research calculation |
Alex Rivera, Axis Intelligence Research’s consumer tech analyst, reads the top-line viewer figure with skepticism: the gap between 18.7 million U.S. paid subscribers (Ampere) and 45.9 million U.S. viewers (eMarketer) reflects two completely different counting methodologies. Ampere counts operator-confirmed paying accounts; eMarketer counts anyone who watched, including bundle recipients, device-trial users, and shared accounts. The number Apple cares about is the paid account count — and on that measure, the service is smaller than Netflix’s U.S. base but growing faster than its peer group on engagement share.
Apple TV U.S. SVOD Market Share Statistics
JustWatch, which tracks streaming engagement across more than 45 million U.S. interactions per quarter, provides the most consistent quarterly time series for comparative market share. The data reflects user engagement and intent — searches, watchlist adds, clicks to watch — rather than raw subscriber counts, so it can diverge from paid-subscriber rankings.
According to JustWatch’s Q2 2026 market share report, Apple TV reached 13% U.S. SVOD share — up from 8% in Q1 2025, a 5-percentage-point annual gain that is the largest of any major platform.
| Quarter | Apple TV U.S. Share | Netflix | Prime Video | Disney+ |
|---|---|---|---|---|
| Q1 2025 | 8% | 20% | 21% | 12% |
| Q3 2025 | 8% | 19% | 20% | 14% |
| Q1 2026 | 12% | 19% | 17% | 16% |
| Q2 2026 | 13% | 20% | 15% | 13% |
Source: JustWatch Streaming Market Share Reports, Q1 2025–Q2 2026. Methodology: engagement-based, not subscriber-count-based.
The Q1 2026 jump — from 8% to 12% in a single quarter — is the inflection analysts are citing. It coincides with the February 2026 integration of F1 and MLS content into the standard Apple TV subscription (no add-on required), plus the December 2025 streaming debut of F1 The Movie, Apple’s highest-grossing theatrical release.
The Q2 2026 ranking puts Apple TV in fourth place nationally, tied with Disney+ at 13%. Netflix leads at 20%, followed by Prime Video at 15%. Hulu holds 11%, Max 10%.
According to Axis Intelligence Research, the Q1 2026 +4pp single-quarter gain is without precedent in Apple TV’s history. From Q1 2025 through Q3 2025, the service added zero percentage points. The F1 deal and the removal of the MLS Season Pass paywall functionally doubled Apple TV’s live-sports value proposition inside the existing subscription price — that is the structural shift behind the engagement spike, not a content quality change per se.
Apple TV Subscription Pricing: History and Current Plans
Apple TV launched on November 1, 2019, at $4.99 per month — the cheapest major streaming service at the time. The monthly rate has since risen three times, for a cumulative increase of 160% over six years, per PriceTimeline’s historical pricing records.
| Date | Monthly Price | Change |
|---|---|---|
| November 2019 | $4.99 | Launch price |
| October 2022 | $6.99 | +40% |
| January 2023 | $9.99 | +43% |
| August 2025 | $12.99 | +30% |
The August 2025 increase — from $9.99 to $12.99 — was the third hike in three years. It coincided with Apple’s rebrand from Apple TV+ to Apple TV and the announcement of the F1 rights deal. The annual plan remains $99.99 (equivalent to $8.33/month), unchanged at the time of writing.
Apple TV offers one tier with no ads, six simultaneous streams, unlimited offline downloads, and Dolby Vision/Atmos where available. The service is also accessible through the Apple One bundle (starting at $19.95/month) and, since mid-2026, through a bundled Apple TV + Peacock Premium package at $14.99/month.
Apple TV has never introduced an ad-supported tier — the only major SVOD service in the U.S. to maintain that position as of mid-2026.
Apple Services Revenue and Apple TV’s Financial Context
Apple does not break out revenue from individual services. Apple TV is part of the broader Services segment, which includes the App Store, Apple Music, Apple Pay, AppleCare, and iCloud. For fiscal Q2 2026 (ended March 28, 2026), Apple’s Services segment generated a record $30.98 billion in revenue, up 16.3% from $26.6 billion in Q2 FY2025.
| Period | Services Revenue | YoY Growth |
|---|---|---|
| Q2 FY2024 | ~$23.9B | — |
| Q2 FY2025 | ~$26.6B | ~11% |
| Q2 FY2026 | $30.98B | +16.3% |
Source: Apple Q2 FY2026 earnings release (April 30, 2026).
Services now represent 27.9% of Apple’s total revenue. The segment’s gross margin is estimated at approximately 75% — significantly higher than Apple’s hardware margins — making Apple TV, even with its content costs, a structurally important contributor to the company’s profitability mix.
Apple’s fiscal 2025 total revenue reached $416 billion, with net income of $112 billion, per Apple’s annual results. Services was the fastest-growing major segment in that year.
Apple TV Content Budget: How Much Does Apple Spend?
Apple TV’s content budget is not publicly disclosed in its financial filings; estimates come from media research firm MoffettNathanson, which provides the most cited third-party figures. According to MoffettNathanson’s analysis reported by IndieWire in February 2025, Apple spent approximately $7.3 billion on content in 2024 and $7.5 billion in 2025. Ampere Analysis projects Apple’s content spend at approximately $8 billion for 2026, up 6% from 2025 in line with the broader streaming industry’s growth rate.
| Year | Estimated Content Budget | Source |
|---|---|---|
| 2024 | ~$7.3B | MoffettNathanson via IndieWire |
| 2025 | ~$7.5B | MoffettNathanson via IndieWire |
| 2026 (est.) | ~$8.0B | Ampere Analysis via Deadline |
Estimates. Apple does not publish content spend figures.
For context, Netflix spent approximately $18 billion on content in 2025. Apple’s spend is the smallest of the major U.S. streamers — roughly 42% of Netflix’s budget — yet the service produces a disproportionate share of top-tier awards recognition.
The Axis Award Yield Rate™
According to Axis Intelligence Research, combining Apple Newsroom’s cumulative award-wins figure with MoffettNathanson’s 2025 content budget produces a proprietary metric: the Award Yield Rate™.
Award Yield Rate™ = Cumulative award wins ÷ Annual content budget ($B)
- Inputs: 850 wins (Apple Newsroom, July 8, 2026) ÷ $7.5B (MoffettNathanson, February 2025 via IndieWire)
- Result: 113.3 award wins per $1 billion in content spend
- Formula limitation: award wins are cumulative (2019–2026) while the budget figure is annual (2025); the ratio understates the rate for earlier years when wins were lower and the budget was likely also lower. It is best used as a comparative snapshot, not a time-series metric.
- Update cadence: annually, when MoffettNathanson publishes its content-spend estimates and Apple Newsroom publishes updated cumulative wins.
No single industry publication calculates this figure. Axis Intelligence Research publishes it under CC BY 4.0; attribution required.
Apple TV Award Statistics: Emmys, Oscars, and Beyond
Apple TV originals have accumulated 850 wins and 3,734 award nominations as of July 8, 2026, per Apple’s Newsroom announcement following the 78th Emmy nominations release. The service launched in November 2019, meaning it has generated approximately 126 wins per year across its 6.75-year history — a win rate of 22.8% (850 wins from 3,734 nominations).
Emmy Award History
| Award Year | Nominations | Wins | Top Titles |
|---|---|---|---|
| 76th (2024) | 72 (record at time) | ~10 | The Morning Show (16 noms), Lessons in Chemistry |
| 77th (2025) | 81 (new record) | 22 (best ever) | Severance (27 noms), The Studio (23 noms) |
| 78th (2026) | 89 (new record) | TBD (ceremony: Sept 14, 2026) | Widow’s Bay (19 noms), Pluribus (18 noms) |
Sources: Apple Newsroom (July 2025, July 2026); The Hollywood Reporter (September 2025).
At the 77th Emmy Awards (September 2025), Apple TV won 22 Emmys — its best ever. The Studio alone took 13 wins, breaking The Bear’s single-year comedy record of 11. Severance won 8. Apple tied third place overall, behind HBO/Max and Netflix (30 each).
For the 78th Emmy Awards (nominations announced July 8, 2026), Apple TV landed 89 total nominations — its largest haul ever — despite neither The Studio nor Severance airing eligible episodes in the period. Widow’s Bay leads with 19 nominations; Pluribus has 18. The ceremony is scheduled for September 14, 2026. HBO Max leads all platforms with 122 nominations; Disney and Netflix are tied at 111 each.
Academy Award History
Apple became the first streaming service to win Best Picture when CODA took Hollywood’s top prize at the 94th Academy Awards — along with Best Supporting Actor for Troy Kotsur and Best Adapted Screenplay for Siân Heder. At the 98th Academy Awards (March 2026), F1: The Movie won Best Sound, and Apple received six total nominations. Apple’s Oscar history now spans animated shorts (The Boy, the Mole, the Fox and the Horse, 2023) through epic features (Killers of the Flower Moon, 2024) to blockbuster racing films (F1, 2026).
Apple TV and Live Sports: F1, MLS, and MLB Statistics
Live sports is Apple TV’s most significant strategic addition of 2025–2026. The service entered sports with a partial MLB package (Friday Night Baseball), expanded to Major League Soccer in 2023 via the MLS Season Pass, and in October 2025 announced a five-year exclusive U.S. deal for Formula 1 racing beginning in 2026.
F1 Deal Statistics
- Deal value: approximately $140 million per year for five years (2026–2031), per CNBC reporting citing people familiar with the matter
- Total deal value: approximately $700 million over five years
- Structure: All F1 Grands Prix, qualifying, and practice sessions included in the base $12.99/month Apple TV subscription; some sessions available free in the Apple TV app
- Previous rights holder: ESPN, which paid approximately $85 million per year
Apple outbid ESPN by approximately 65% per year. ESPN averaged 1.3 million viewers per race in its final year (2025), an all-time high for the network, per Nielsen Big Data + Panel data.
The F1 deal differs structurally from Apple’s MLS deal: beginning with the 2026 F1 season, no additional subscription is required — F1 is included at no extra cost in the base plan. Apple applied the same model to MLS in 2026, eliminating the separate MLS Season Pass tier (which had been $14.99/month on top of the Apple TV subscription).
MLS Deal Statistics
- Original deal: $2.5 billion over 10 years (2022 announcement), approximately $250 million annually
- Structure change (2026): MLS Season Pass paywall removed; all matches now included in the standard Apple TV subscription
- F1 + MLS synergy: Apple TV is now the only major U.S. streamer bundling two exclusive live-sports leagues (plus Friday Night Baseball) in a single base subscription
Sports Viewership Context
F1 viewership on ESPN grew from 554,000 viewers per race in 2018 to 1.3 million in 2025, a 135% increase over seven years. The 2025 Abu Dhabi Grand Prix — which decided the championship among three drivers — peaked at 1.8 million viewers. That trajectory is what made the rights valuable enough for Apple to outbid the incumbent.
Apple TV U.S. SVOD Market Share: Competitive Positioning (Q2 2026)
The Q2 2026 JustWatch data, based on more than 45 million U.S. streaming interactions between April 1 and June 30, 2026, gives the most current competitive snapshot.
| Platform | Q2 2026 Share | Q2 2025 Share (est.) | YoY Change |
|---|---|---|---|
| Netflix | 20% | 19% | +1pp |
| Prime Video | 15% | 21% | -6pp |
| Disney+ | 13% | 12% | +1pp |
| Apple TV | 13% | 8% | +5pp |
| Hulu | 11% | 10% | +1pp |
| Max (HBO Max) | 10% | 12% | -2pp |
| Peacock Premium | 4% | 2% | +2pp |
| Paramount+ | 3% | 6% | -3pp |
Source: JustWatch Q2 2026 U.S. Streaming Market Share Report, July 2026. Methodology: engagement-based, 45M+ U.S. interactions. Q2 2025 figures estimated from Q3 2025 report.
Apple TV’s 5pp annual gain is the largest of any platform. It overtook Hulu and Max in Q2 2026 to reach sole possession of fourth place — a position it had never previously held. The move from 8% to 13% in one year is particularly notable because Apple’s content library, at roughly 200+ originals, remains the smallest of any platform in the top tier. The gains reflect engagement quality over library depth.
Apple TV Subscription Price: How It Compares to Competitors
At $12.99/month for a single, ad-free, six-stream plan, Apple TV sits in the middle of the major streaming pricing range as of mid-2026.
| Service | Ad-Free Monthly Price | Streams | Ads Option? |
|---|---|---|---|
| Netflix (Standard) | $15.49 | 2 | Yes ($7.99) |
| Disney+ (Standard) | $13.99 | 4 | Yes ($7.99) |
| Apple TV | $12.99 | 6 | No |
| Max (Ad-Free) | $15.99 | 3 | Yes ($9.99) |
| Hulu (No Ads) | $17.99 | 2 | Yes ($7.99) |
| Peacock Premium Plus | $13.99 | 3 | Yes ($7.99) |
Source: Published pricing pages as of July 2026. Prices subject to change.
Apple TV is the cheapest of the major ad-free streaming services in the U.S. as of July 2026. The six-stream allowance is double what most competitors offer.
The subscription price has risen 160% since launch (from $4.99 in 2019 to $12.99 in 2025), but Apple has not introduced a cheaper ad-supported alternative — a consistent position since launch.
Apple TV Content Statistics: Awards, Originals, and Global Reach
Content Scale
- Available in: more than 100 countries and regions, per Apple’s official 2026 programming press release
- Screens reached: more than 1 billion, per the same Apple press materials
- Content type: original productions only (no licensed back-catalog)
- Launch date: November 1, 2019
Award History by Year
| Year | Cumulative Wins | Cumulative Nominations | Source |
|---|---|---|---|
| 2022 (March) | 240 | 953 | Apple Newsroom (CODA Oscar announcement) |
| 2026 (February) | 687 | 3,229 | Apple Newsroom (Oscar nominations) |
| 2026 (March) | 773 | 3,337 | Apple Newsroom (F1 Oscar win) |
| 2026 (July 8) | 850 | 3,734 | Apple Newsroom (78th Emmy nominations) |
Award accumulation has accelerated: Apple went from 240 wins in early 2022 to 850 by July 2026, adding 610 wins in roughly four years. The win rate (wins per nomination) has held at approximately 22–23% throughout.
Notable Award Milestones
- First streaming service to win Best Picture at the Academy Awards: CODA, 94th Academy Awards (2022)
- Most Emmy wins in a single year by Apple: 22 wins at the 77th Emmy Awards (2025)
- Most-nominated single comedy series in one year: The Studio, 77th Emmys (23 nominations, 13 wins — breaking The Bear’s record)
- Record Emmy nominations for Apple TV: 89 nominations at the 78th Emmy Awards (July 2026)
- Academy Award for Best Sound: F1, 98th Academy Awards (March 2026)
Apple TV Revenue: What We Know and What We Don’t
Apple’s opacity on streaming revenue is deliberate. The company has never broken out Apple TV’s contribution within Services, and it has never disclosed paid subscriber counts. What the financial record shows:
- Apple Services total revenue FY2025: approximately $100 billion (annualized from quarterly reports)
- Apple Services Q2 FY2026: $30.98 billion (record), up 16.3% year-over-year
- Apple Services as share of company revenue: 27.9% in Q2 FY2026
Apple TV is one component of Services alongside the App Store (the dominant revenue driver), iCloud, Apple Music, Apple Pay, and AppleCare. Industry estimates have typically attributed 5–10% of Services revenue to Apple TV — a range that would imply approximately $5–10 billion annually in streaming-related revenue. Axis Intelligence Research’s floor estimate of $7.0 billion (derived from the verified 45M subscriber floor at $12.99/month) falls within this range.
There is no independently verified breakdown of Services sub-categories. Apple has explicitly declined to provide one.
Apple TV in Context: The “Quality Over Quantity” Model
Apple TV’s positioning is structurally different from Netflix, Disney+, and Prime Video in two ways that explain its subscriber numbers and market share simultaneously.
Library size: Apple TV has approximately 200+ original titles. Netflix has thousands. Apple TV’s catalog is closer in size to a premium cable network than to a full-service SVOD. Ecosystem dependency: Apple TV’s primary acquisition channel is Apple device purchase — new iPhone, iPad, Mac, or Apple TV device buyers receive three months free. This creates a subscriber pool that correlates with Apple’s installed base rather than content discovery. The Ampere estimate of 18.7 million U.S. paid subscribers (Q1 2026) versus 45M+ global paid members reflects how much of Apple’s subscriber base lives outside the U.S.
Both features are deliberate. As Eddy Cue told The Town podcast: “It’s a lot harder than it looks.” The F1 and MLS deals mark a meaningful shift — Apple is adding content that is neither prestige drama nor original film, and that brings in viewers who might never have subscribed for Severance alone.
According to Axis Intelligence Research, the real test of this strategy plays out over 2026–2027, when F1’s first full Apple season will be visible in subscriber and engagement data. The Q1 2026 JustWatch jump from 8% to 12% suggests the sports content is already pulling in new engagement — whether that converts to paid subscribers at the level Apple needs to justify $140M/year in F1 rights is the open question that Apple, again, will not answer publicly.
Methodology
Data Collection
Axis Intelligence Research assembled this dataset between July 6–12, 2026. All statistics were sourced from primary documents fetched during the production session: Apple Newsroom press releases, Apple earnings releases (via CNBC reporting on Apple’s direct disclosures), JustWatch quarterly market share reports, MoffettNathanson research (as reported by IndieWire), and Eddy Cue’s public statements on The Town podcast (October 14, 2025) as corroborated by multiple independent outlets.
Apple does not publish subscriber counts or Apple TV-specific revenue. Statistics without a primary Apple disclosure source are identified by their third-party origin and labeled accordingly.
Axis Award Yield Rate™
Formula: Cumulative award wins (Apple Newsroom, as of July 8, 2026) ÷ Annual content budget in billions (MoffettNathanson estimate for 2025, via IndieWire, February 2025)
Inputs: 850 wins ÷ $7.5 billion = 113.3 wins per $1 billion in content spend
Limitations: Award wins are cumulative (2019–2026); the content budget is a single-year estimate (2025). The ratio compresses the historical accumulation of wins against a recent spending level. It is a cross-source snapshot metric, not a normalized time-series. Update cadence: annually, after MoffettNathanson’s content spend estimates and Apple’s updated cumulative wins are published.
Axis Subscriber Revenue Floor Estimate™
Formula: Verified subscriber floor (Eddy Cue, October 2025) × current monthly price × 12
Inputs: 45,000,000 subscribers × $12.99/month × 12 months = $7.01 billion annually
Limitations: Uses the public floor figure, not the actual (undisclosed) subscriber count. Actual revenue is higher. Apple One bundle subscribers pay a different per-service rate. Labeled as Axis Intelligence Research estimate.
JustWatch Market Share
JustWatch data reflects user engagement and intent (searches, watchlist adds, platform selection clicks) across its platform, not subscriber counts. Figures can diverge from rankings based on paid memberships. All JustWatch figures used in this article are from the cited quarterly reports.
About This Dataset
The companion CSV file (apple-tv-statistics-2026.csv) contains every quantitative claim in this article with full source provenance. The dataset covers Apple TV subscriber estimates (2019–2026), SVOD market share (quarterly, Q1 2025–Q2 2026), subscription pricing history (2019–2025), content budget estimates (2024–2026), award wins and nominations (2022–2026), Services revenue (Q2 FY2024–Q2 FY2026), and the two Axis original metrics with calculation inputs.
License: CC BY 4.0 — free to use, share, and adapt with attribution. Attribution format: Axis Intelligence Research, “Apple TV Statistics 2026,” July 2026, axis-intelligence.com/apple-tv-statistics/ Last updated: July 12, 2026
Cite This Article
APA Axis Intelligence Research. (2026, July 12). Apple TV statistics 2026: Subscribers, market share and revenue. axis-intelligence.com. https://axis-intelligence.com/apple-tv-statistics/
MLA Axis Intelligence Research. “Apple TV Statistics 2026: Subscribers, Market Share and Revenue.” Axis Intelligence Research, 12 July 2026, axis-intelligence.com/apple-tv-statistics/.
Chicago Axis Intelligence Research. “Apple TV Statistics 2026: Subscribers, Market Share and Revenue.” Axis Intelligence Research, July 12, 2026. https://axis-intelligence.com/apple-tv-statistics/.
Frequently Asked Questions
How many subscribers does Apple TV have in 2026?
Apple TV has more than 45 million paid subscribers globally as of 2026. This is a confirmed floor: Apple SVP Eddy Cue stated in October 2025 that the actual number is “significantly more than” the 40–45 million analyst estimate. Apple does not publish an exact subscriber count for any of its services.
What is Apple TV’s market share in the U.S.?
According to JustWatch data for Q2 2026, Apple TV holds 13% of the U.S. SVOD market by engagement share — ranking it fourth, behind Netflix (20%), Prime Video (15%), and tied with Disney+ (13%). This is the highest market share Apple TV has ever held and represents a 5-percentage-point annual gain, the largest of any major platform.
How much does Apple TV cost in 2026?
Apple TV costs $12.99 per month for its single, ad-free plan (as of August 2025, when the price increased from $9.99). The annual plan is $99.99 (equivalent to $8.33/month). New buyers of iPhone, iPad, Mac, or Apple TV 4K hardware receive three months free. The service is also included in Apple One bundles starting at $19.95/month.
Does Apple TV have an ad-supported tier?
No. Apple TV is the only major U.S. streaming service without an ad-supported option as of mid-2026. The service has maintained a single, ad-free tier since its November 2019 launch.
How much does Apple spend on Apple TV content?
According to MoffettNathanson research (via IndieWire, February 2025), Apple spent approximately $7.5 billion on content in 2025. Ampere Analysis projects approximately $8 billion for 2026. Apple does not disclose content spending in its financial filings.
Does Apple TV include Formula 1 and MLS?
Yes, as of the 2026 season. Apple signed a five-year U.S. exclusive rights deal for Formula 1 in October 2025, paying approximately $140 million per year (per CNBC). All F1 Grands Prix, qualifying sessions, and practice rounds are included in the base $12.99/month Apple TV subscription at no extra cost. MLS content (every match) is also included in the base subscription from 2026, after Apple eliminated the separate MLS Season Pass paywall.
How many awards has Apple TV won?
As of July 8, 2026, Apple TV originals have earned 850 wins and 3,734 award nominations, per Apple’s Newsroom. This includes three Academy Award wins (CODA: Best Picture, Best Supporting Actor, Best Adapted Screenplay in 2022; F1: Best Sound in 2026), and 22 Emmy wins at the 2025 ceremony — the most in Apple TV’s history.
What is Apple TV’s revenue?
Apple does not disclose Apple TV’s revenue separately. It is included in the Services segment, which generated a record $30.98 billion in Q2 FY2026 (ended March 28, 2026), up 16.3% year-over-year, per Apple’s earnings release. According to Axis Intelligence Research, using the verified 45M subscriber floor at $12.99/month, Apple TV generates at minimum an estimated $7.0 billion in annualized subscription revenue — a floor, not an exact figure.
When did Apple TV+ rebrand to Apple TV?
Apple TV+ rebranded to Apple TV in late 2025, concurrent with the announcement of the Formula 1 rights deal in October 2025. The rebrand removed the plus sign from the service name.
How does Apple TV compare to Netflix in subscribers?
Netflix reported more than 300 million global subscribers as of its most recent public disclosures. Apple TV has more than 45 million paid members — significantly smaller by subscriber count, but growing faster by engagement share in the U.S. market.