Apple’s video streaming platform appears to be thriving despite a series of price hikes that might have slowed growth for others. Over the last three years, the cost of the service has climbed three separate times, yet subscriber figures are said to have exceeded all internal projections.
| Image credit: Adobe
- Apple TV+ keeps growing strongly despite multiple price hikes over the past three years.
- Eddy Cue hinted Apple TV+ subscribers far exceed public estimates but gave no numbers.
- Reports suggest Apple TV+ may have more than the 30–45 million users shown in public data.
- Despite lacking a large content library at launch, Apple TV+ has built a solid base through exclusives.
- Apple TV+ overcame pandemic and strike setbacks, proving its long-term streaming strategy is working.
Apple’s video streaming platform appears to be thriving despite a series of price hikes that might have slowed growth for others. Over the last three years, the cost of the service has climbed three separate times, yet subscriber figures are said to have exceeded all internal projections.
During a recent podcast appearance, Apple’s Senior Vice President of Services, Eddy Cue, was asked about the size of the platform’s user base. He confirmed that the total number of subscribers is far higher than the figures circulating online but stopped short of offering any precise data. His remark has fuelled speculation that the company’s reach may be deeper than industry trackers have estimated.
| Image credit: FlixPatrol
According to data referenced from FlixPatrol, earlier estimates placed Apple TV’s audience near 45 million — a figure that would have positioned it slightly ahead of Peacock’s reported 41 million users. However, the analytics chart that circulated shows just 30 million subscribers, revealing a substantial gap between public assumptions and possible internal realities.
Launching a premium video platform from the ground up has been an uphill battle for Apple. Competitors such as Netflix and Disney entered the space with expansive libraries and strong studio ties, while Apple began with no legacy catalogue to draw from. Yet despite this limitation, the company has continued to build a steady pipeline of exclusive series and films designed to carve out its own distinct identity.
Disruptions across the entertainment industry further complicated Apple’s progress. The COVID-19 pandemic and a lengthy Hollywood writers’ strike forced unexpected pauses in production schedules, pushing projects back and testing the company’s patience. Cue acknowledged the setbacks, explaining that long pauses in filming and the strike delays left Apple temporarily behind its internal milestones. Still, he expressed optimism, noting that the current state of the service reflects how far Apple has come since those difficult months.
For a platform that entered an already saturated market with few immediate advantages, Apple TV’s quiet but determined growth hints at a longer-term strategy — one built less on quick wins and more on staying power.