Apple is famously secretive about its sales and subscriber numbers. Want to know how many iPhones they sold last year? That’s a no-go. Curious about Apple Music’s subscriber count? Only estimates are available. Yet, every now and then, Apple drops a little piece of info that offers a glimpse into how well its products and services are doing.
Take Apple TV, for instance. Apple has never officially revealed how many paid subscribers it has for this service. The company tends to be vague about almost any detailed stats for Apple TV. Even achievements they might want to brag about remain under wraps; for instance, they’ll say a show is “the most watched,” but won’t reveal actual viewer numbers. By the way, as of this week, Apple has rebranded Apple TV+ to simply Apple TV.
Apple TV Looks Like It’s On The Rise
Because Apple keeps subscriber data under tight lock and key, we’ve been largely in the dark about the size of the Apple TV audience. The only reliable number we had came from a March 2025 report that put Apple TV’s subscriber base at 45 million. But Apple exec Eddy Cue recently hinted that the real number is much higher.
In an interview on “The Town” with Matt Belloni, when the 45 million number came up, Cue responded by saying the actual subscriber count is “significantly more than that.” Naturally, he didn’t spill any exact figures. Still, if we take him at his word, Apple TV is doing very well. For perspective, Hulu is estimated to have about 55 million paid subscribers, and Peacock’s paying users hover around 41 million.
All things considered, Apple TV is thriving in an extremely competitive streaming market. It’s impressive that Apple has managed to pull viewers away from giants like Netflix and HBO using only original programming. Unlike most competitors, Apple hasn’t been building out a vast library of third-party content to bring people in. Instead, it’s betting everything on premium originals—a strategy that makes Apple vulnerable to industry setbacks like the lengthy 2023 writers’ strike.
“It’s a lot harder than it looks,” Cue admitted. “I didn’t forecast being out of production for a year and a half, I didn’t forecast a nine-month strike from that standpoint, so we were a little further behind than where I’d like to be. But where we are today is great.”
Apple TV’s Award-Winning Edge
One reason Apple TV has flourished is the company’s refusal to overload its offering with filler content. Apple carefully curates what it puts out, focusing on top-quality programming. While there have been a few misses, there are plenty of hits that make an Apple TV subscription worthwhile—and you don’t have to take just my word for it.
In 2024 alone, Apple TV shows snagged 10 Primetime Emmy Awards. Hits like “Ted Lasso” and “Severance” have racked up so many accolades that keeping track is a challenge. If Apple keeps this up, it’s likely the service will keep growing in both awards and subscribers. Meanwhile, Apple TV’s revenue continues to rise, helped by a subscription price increase this past August, jumping from $9.99 to $12.99. That’s a steep hike compared to the original price of $4.99, but considering the quality content on offer today, it’s not unreasonable.
