If asked to describe the status of Apple TV+ at the moment, a proper answer would require us to quote Ted Lasso himself: “smells like potential.” Why? Because the beloved sitcom is one of the major catalysts behind the streaming service’s surging momentum at the moment.
From January 1 to June 11, Ted Lasso accrued Outstanding audience demand — putting it among the top 2.6% of all TV titles — in 39 global markets and Exceptional demand — putting it among the top 0.2% of all titles — in the United States, according to Parrot Analytics. That’s a remarkably impressive level of worldwide resonance and it doesn’t end there.
Ted Lasso was the number one streaming original worldwide in Q2 2023, which is the first time since Q1 2017 (The Grand Tour on Amazon Prime Video) that a streaming original from outside of Netflix or Disney+ has been number one with global audiences for a full quarter. Coupled with the breakout rookie season of Silo, Apple TV+ (7.4%) hit a record high in global demand share and US demand share for streaming originals (8.3%) in Q2 2023. The streamer actually moved into third place in the latter category for the first time ever, ahead of Disney+ (7.3%) and within striking distance of overtaking Amazon (8.6%).
But with Ted Lasso potentially ending for good, the question now becomes whether or not the well-resourced streamer can maintain this momentum?
The inclusion of Friday Night Baseball and an exclusive distribution agreement with the MLS is an attempt by Apple TV+ to create more appointment viewing and convert linear sports fans to subscribers.
Lionel Messi’s looming arrival is already having an impact as over the last 30 days (June 14-July 14), the MLS has moved up in the daily US demand rankings by a whopping 1,017 spots. Messi’s fandom is mostly comprised of Zennials while Apple TV+ is most popular with Gen X+. That means the star footballer could drive a wave of younger viewers to Apple.
In the scripted realm, high profile films such as Ridley Scott’s Napoleon and Martin Scorsese’s Killers of the Flower Moon will arrive on the service later this year. Season 2 of the Emmy darling Severance is also expected in the future.
The idea is that Apple’s continued delivery of star-studded premium content across sports and entertainment will help to keep growing its greater pop culture footprint.
Despite the lack of a pre-existing library of content, Apple is rising quickly in the streaming ranks in 2023 and is well-poised to maintain its position in the years ahead.
