Apple TV+ US share of demand rises over 10% in less than a month | Ratings/Measurement | News | Rapid TV News
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Its launch into the direct-to-consumer market may have been somewhat overshadowed by the meteoric rise of Disney+ but Apple TV + has seen solid recent growth says a study from Parrot Analytics.
apple tvplus 29Jan2020
Apple TV+ launched on 1 November 2019 in territories including North America, Latin America and the Caribbean, Africa, Europe and Central Asia, Asia-Pacific and the Middle East, offering original shows, films and documentaries. The slate was headed by much- talked about Reese Witherspoon and Jennifer Aniston-led The Morning Show as well as thriller See and space drama For All Mankind (pictured). Other Apple originals debuting in the coming months include series Servant, Truth Be Told and Little America and films Hala and The Banker.

The Parrot research found that the share of demand for Apple’s five-month old SVOD service has risen by 10% since March 11, when the World Health Organization (WHO) declared the Coronavirus a global pandemic. The analyst notes that while it still accounts for a small share of total demand among more established competitors, the service has registered the largest growth in the two weeks following the WHO declaration, compared to the prior two weeks.

Apple TV+ debuted the sitcom Mythic Quest: Raven’s Banquet on 7 February 2020 year and the series has been performing well for the platform, currently boasting said Parrott 8.7 times the demand of the average TV show in the US Apple TV+ also debuted the highly anticipated revamp of Steven Spielberg’s Amazing Stories on 6 March 2020, which currently has 14.1 times the demand of the average TV show in the US.

“Apple TV+ may have gotten off to a slow start last November when it launched, but we have seen demand for the platform’s content overall rise considerably,” said Steve Langdon, partnership director, Parrot Analytics. “It is certainly a by-product of the general rise in content consumption we are seeing as a result of consumers abiding by self-quarantine orders, but the introduction of two new original series on the platform is also a factor in this increase in demand.”