'Severance' is a hit. Apple TV+ is not, even after six years.

'Severance' is a hit. Apple TV+ is not, even after six years.

  • 20.03.2025 18:31
  • businessinsider.com
  • Keywords: dangerous, success

'Severance' is a hit for Apple TV+, but the streaming service, now six years old, reportedly loses over $1 billion annually. Despite its success, it's unclear why Apple continues to fund a costly, niche platform.

Apple ServicesApple ReportsAAPLsentiment_dissatisfiedNFLXsentiment_neutral
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Estimated market influence

Apple

Apple

Negativesentiment_dissatisfied
Analyst rating: Buy

Apple's streaming service is losing money, but they can afford it.

Netflix

Netflix

Neutralsentiment_neutral
Analyst rating: Buy

Mentioned as a company that also lost money in early years.

Context

Analysis of Business Insights and Market Implications

Key Facts and Data Points

  • "Severance" is a breakthrough hit for Apple TV+, receiving critical acclaim and high viewership.
  • Apple TV+ has been operational for nearly six years but remains a money-losing venture, with annual losses exceeding $1 billion.
  • The service reports 45 million subscribers, significantly trailing competitors like Netflix and Disney+.
  • Apple's profit last year was close to $100 billion, indicating it can afford the streaming losses.

Business Impact

  • Apple TV+ is positioned as a strategic asset, potentially aimed at enhancing customer loyalty or driving hardware sales (e.g., iPhones), though internal data on this strategy’s effectiveness is lacking.
  • The service appears to be part of Apple's broader ecosystem play, despite its current financial underperformance.

Market Trends and Industry Implications

  • The streaming wars remain highly competitive, with major players like Netflix, Disney+, and Amazon Prime dominating the market.
  • Unlike other media companies pressured by Wall Street to achieve profitability, Apple’s ability to sustain losses on Apple TV+ underscores its unique financial flexibility.

Competitive Dynamics

  • Apple’s approach differs from traditional media companies, focusing less on short-term profitability and more on long-term brand building and ecosystem integration.
  • The success of niche content like "Severance" highlights the importance of differentiated programming in streaming services.

Strategic Considerations

  • Questions persist about Apple's long-term vision for Apple TV+. While the company continues to invest heavily, there is growing pressure to demonstrate tangible returns or a clear path to profitability.
  • Upcoming releases, such as Seth Rogen’s "The Hollywood" and Jordan Vogel’s directorial debut, may influence perceptions of Apple TV+’s content quality.

Long-Term Effects

  • If Apple continues to incur losses without achieving significant market share or revenue growth, its streaming strategy could face scrutiny from investors and stakeholders.
  • The success of future content will be critical in determining whether Apple TV+ can establish itself as a viable competitor in the streaming landscape.