Netflix remains in pole position, but Paramount+ takes over Apple TV+


Launched around the same time as Apple TV+, the Paramount+ streaming service has just overtaken Apple’s platform in terms of market share.

Photo credit: nikkimeel / 123RF

For those who are not yet completely familiar with Paramount+, remember that this service was launched first as CBS All Access, but was renamed in 2019 after the merger of CBS and Viacom. Launched in France in December 2022, the platform features content from Paramount Pictures, Comedy Central, MTV, Nickelodeon. Apple TV+, meanwhile, exclusively features original Apple shows, movies, and documentaries.

In 2022, Paramount+ succeeded in doubling Apple TV+ in the streaming market with a global market share of 7%, while Apple TV+ has dropped to 5%. This decline can be partly explained by a recent subscription price increase, which goes from 4.99 to 6.99 €, which may have deterred some subscribers. This tariff increase took place not only in France, but also in other countries.

Apple TV+ is overtaken by a short head by Paramount+

According to the latest JustWatch study from August 2022, the global market share of Apple TV+ fell from 6% to 5%. By comparison, HBO Max held a 7% market share, but the platform now has a 9% market share. Netflix still remains in the lead, although it continues to lose subscribers to other platforms.

The offer of original content offered by Apple TV+ is relatively limited compared to other platforms such as Amazon Prime Video, which also have many licensed titles. This lack of diversity in the catalog may also explain Apple TV+’s loss of market share.

Here is a ranking of streaming platforms according to their global market share in percentage:

  1. Netflix (23%)
  2. Amazon Prime Video (20%)
  3. Disney+ (18%)
  4. HBO Max (9%)
  5. Paramount+ (7%)
  6. AppleTV+ (5%)
  7. Others (21%)

Netflix, which now has more than 230 million subscribers, remains the leader in the streaming market. But Amazon Prime Video and Disney+, which has managed to attract more than 160 million users in just 3 years of existence, have also managed to hold their own, by offering varied and quality content.



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