Apple TV+ Viewership: There has been a rising consciousness in the OTT digital verse about Apple TV+. They started out as black horses but are set to overtake Netflix and Prime, among other digital players, to become a force to be reckoned with. Apple TV has made consecutive viewership highs for the past three months, registering a whopping 147% growth in weekly numbers year on year in the month of May. Its slate of exciting shows, led by flagship sports comedy-drama Ted Lasso, and intense marketing are the primary drivers of these numbers.

Although we are seeing the numbers now, this has been coming for some time. The digital streaming platform began its services in 2019 and has since been on the rise. Even after having to go through the pandemic with little experience, Apple TV+ greatly benefited from the streaming boom. But since then, there has been no looking back. The Morning Show was an extremely strong and popular offering to kickstart things. Right from the choice of story and narrative to the high production values and strict budgeting, Apple has certainly nailed the moviemaking mantra.

Suppose one goes by the thumb rule based on experience and probably nothing statistical. At least 6/10 Apple TV originals are well-received by viewers and critics. The number is significantly less for Netflix, which has focused more on quantity than quality. Apple has also started coming out with more titles on a monthly basis, reflecting growth of almost 20% for the increase in content on its digital platform. They have a presence in all categories of content without much degradation in the quality of the final product. The assimilation of creative talent is no less of an achievement, either.

Shows like Servant, Severance, and now Silo has constantly pushed creative boundaries and narrative horizons, with many creators, writers, and directors returning to the streaming service. There is an air of originality in Apple’s original content, which is a testament to the streamlined way they put together their teams and projects. From personal dealings, it is also clear that they have the most professional, responsive, and eager PR team in the industry. They are easy to deal with and collaborative rather than hostile and demanding.

It shows Apple TV+’s willingness to push its content through the right channels and increase its online presence. Ted Lasso, Silo, and The Last Thing He Told Me have all topped their respective categories in terms of viewership counts. Looking at the lineup for June and July, even the current record might be in danger. The Crowded Room (starring Tom Holland and Amanda Seyfried, releasing on 28 July), season 2 of The Afterparty (releasing on 12 July), and Hijack (starring Idris Elba and Archie Punjabi, releasing on 28 June) are very high-profile offerings and promise a great watching spectacle when the content frenzy dies down seasonally.

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