Apple TV: Brazil is the second largest market Apfelpatient

Apple TV is further expanding its international presence. In an interview with the Brazilian newspaper Folha de S. Paulo, Eddy Cue, Apple's Senior Vice President of Services, provided key insights into the development of the streaming service. The interview focused on the growing importance of Brazil, regulatory issues, the company's strong commitment to cinema, and the potential impact of a merger between Netflix and Warner Bros. His statements offer a detailed picture of Apple TV's strategic approach and the future role that partnerships and international markets will play.

The streaming market is highly competitive. Providers are investing billions in content, international expansion, and exclusive partnerships. Apple TV pursues a comparatively clearly structured approach: high-quality original productions, select partnerships, and a conscious adherence to the classic cinema model.

Eddy Cue used the interview to contextualize this strategy and assess current developments from a corporate perspective.

Brazil: Second largest and fastest growing market for Apple TV

In an interview with Folha de S. Paulo, Eddy Cue explained that Brazil is the second-largest market for Apple TV worldwide in terms of subscriber numbers. At the same time, the country is currently the fastest-growing market for the streaming service.

This development underscores the strategic importance of Brazil for Apple's services business. While growth in established markets is becoming increasingly moderate, Brazil is experiencing particularly dynamic demand.

Cue also addressed potential regulatory changes. Streaming regulations are being discussed in Brazil, which could mandate national content quotas. Apple is closely monitoring these developments. However, Cue made no concrete announcements regarding local productions. He stated:

It doesn’t move as quickly as I’d like, especially if you want to be really good, but we’ll get there. I know Brazilians want quality, I appreciate that, and I also know there’s a lot of opportunity in Brazil to create great content, […] but we have nothing to announce right now.

The statement makes it clear that Apple sees potential for local content in principle, but sets high quality standards.

New content announced for 2026

Earlier this month, Apple held an Apple TV media event, where several new original series and films were presented that are scheduled to be added to the streaming service in 2026.

The event underlines that Apple TV continues to invest heavily in its own content and intends to expand its catalog in the long term.

A clear stance on the cinematic experience

A central theme of the interview was the role of cinemas. Despite its strong focus on streaming, Apple remains committed to its strategy of bringing films to theaters first through partnerships with traditional distributors.

Cue acknowledged that the barrier to leaving the house and going to the cinema had increased. Nevertheless, he emphasized the special value of the shared film experience:

But there’s no substitute for that experience, watching a film collectively, going on a date at the movies, spending the evening with friends or your kids seeing a film. It’s something truly unique, and I believe it will become even more valuable over time.

Apple does not see cinema as a dying breed, but rather as a complementary component of its release strategy.

Possible merger of Netflix and Warner Bros.

The interview also touched on the publicly discussed possibility that Netflix could acquire Warner Bros. This topic is relevant for Apple, as it has already collaborated with Warner on film projects, including "F1: The Movie".

Cue was reserved in his comments, but emphasized the good relationship with both companies:

We have a great relationship with the Netflix team, I’ve known them for a long time, and the same is true of our relationship with Warner. They are publicly talking about releasing films in theaters and I know Ted (Sarandos) very well. Well enough to believe we will continue working together in the future.

The statement signals that Apple is focusing on stable partnerships, regardless of potential mergers.

An interesting recent collaboration in this context is that Apple has announced that the complete new season of "Formula 1: Drive to Survive" will be available on Apple TV in the US in partnership with Netflix. This demonstrates that competitors in the streaming market can also be partners.

Apple TV strengthens its global presence while remaining true to cinema

Eddy Cue's statements paint a clear picture: Apple TV continues to grow internationally, with Brazil as its second-largest and most dynamic market. At the same time, the company remains true to its cinema strategy and focuses on long-term partnerships, even in a changing industry environment.

Regulatory developments in Brazil are being closely monitored, but no concrete announcements are yet available. With new content planned for 2026 and collaborations even with competitors, Apple TV is positioning itself strategically, flexibly, yet with a clear focus. (Image: Apple)