Approaching six months since launch, the metrics continue to look sour for SVOD service Apple TV Plus.
According to a new HarrisX survey commissioned by MoffettNathanson, despite a massive uptick in the amount of streaming video consumption during the COVID-19 pandemic, only 7% of U.S. streaming homes are using Apple TV Plus.
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The low penetration, according to MoffettNathanson analyst Michael Nathanson “speaks to [Apple TV Plus’] limited content offering and lack of library.”
Another notable data point from HarrisX’s first quarter SVOD data: 55% of Apple TV Plus users are on free promotional plans, with Apple giving away its streaming service for a full year to purchasers of new Apple devices.
HarrisX gathered responses from 19,416 U.S. adult consumers about their subscription streaming habits during the first quarter.
Also interesting: Apple TV Plus doesn’t seem to enjoy exceptional market penetration with any specific age group. The HarrisX data shows its penetration reaching 8% across adults ages 25-29, 30-34, 35-39 and 40-44, with adults age 18-24 at 7%.
Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!
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