Streaming is changing. New providers are entering the market, while the established players are losing ground. In 2025, there will be a clear shift in the market – and Apple is at the heart of it. For the first time, Apple TV+ appears in the top 5 most-watched series of the year. This is thanks to the second season of "Severance."
For a long time, Apple wasn't a real competitor to big players like Netflix or Amazon in the streaming space. Its content was considered high-quality, but rarely suitable for the masses. Now, for the first time, a different direction is emerging: Apple TV+ is catching up, both in terms of reach and viewership. Nielsen data shows that Apple can now keep pace with the established streaming giants – at least in the US.
Apple TV+ with “Severance” in the top 5 for the first time
According to Nielsen, Apple TV+ was one of the five most-watched streaming services in the US in the first half of 2025. In the list of top series, Apple appears at number 5 with the second season of Severance – the first time ever that the service has reached this top group. The series achieved 9.275 million minutes of streaming. The Nielsen data relates exclusively to the US audience. The total viewing time on connected TVs and select devices was measured, but not on mobile devices or computers. As usual, Netflix series dominate the list, but Amazon and Paramount+ are also represented (via Bloomberg ).
Top 10 most-watched series in the USA (1st half of 2025)
- Squid Game (Netflix) – 15.074 million minutes
- Reacher (Prime Video) – 13.313 million minutes
- The Night Agent (Netflix) – 12.219 million minutes
- Ginny & Georgia (Netflix) – 10.201 million minutes
- Severance (Apple TV+) – 9.275 million minutes
- 1923 (Paramount+) – 8.536 million minutes
- The Pitt (Max) – 8.227 million minutes
- The Handmaid's Tale (Hulu) – 8.165 million minutes
- You (Netflix) – 8.097 million minutes
- Landman (Paramount+) – 7.826 million minutes
Netflix loses market share, Apple gains
Apple is benefiting from a general trend: Netflix's market share of the most-watched streaming titles is declining. While the service accounted for over 80 percent in 2021, its share is just under 50 percent in the first half of 2025. This isn't because Netflix is delivering less, but because the competition has become stronger. Amazon, HBO (or Max), Hulu, Paramount+, and Apple TV+ all placed at least one series in the top 10. It's striking that Disney+ doesn't have a single original series among its most-watched titles in 2025.
Growth at Apple TV+ – exact figures are not available
Apple does not release official subscriber numbers for Apple TV+. However, according to estimates by Ampere Analysis from May 2025, the service now has over 60 million paying users worldwide. The strongest growth is occurring in North America and Western Europe. Even if this is still significantly lower than Netflix or Amazon, it is clear that the service is growing – and is managing to gain visibility with individual productions like Severance. The series Severance has already been renewed for a third season. With this, Apple is focusing on continuity and deliberately building series brands. The focus seems to be less on volume and more on impact.
Streaming as a whole is growing – but differently than before
Total streaming consumption in the US increased by six percent compared to the previous year. At the same time, Netflix's share of this growth remained constant. This means that the increase is being spread across other providers. These include not only subscription services like Apple TV+, but also free, ad-supported platforms like YouTube, Tubi, and the Roku Channel. These are increasingly attracting viewers away from traditional TV offerings and paid platforms.
Apple TV+ is no longer an outsider
2025 is a turning point for Apple in the streaming market. With "Severance" in the top 5 most-watched series, it's clear that Apple TV+ has arrived. The streaming service has earned a place alongside Netflix, Amazon, and the like – with fewer series, but a strong response. Competition for attention is getting tougher, but Apple is proving that strategic investments in high-quality content are effective. Whether this will be enough in the long run remains to be seen – the beginning has been made. (Image: Shutterstock / Tada Images)
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