While Apple TV was the big winner at this year’s Emmy Awards, the streaming service launched in 2019 still lags behind market leaders Netflix and Amazon Prime Video in terms of reach. According to Statista Consumer Insights, 21 percent of U.S. respondents had used Apple TV in the 12 months preceding the survey – a far cry from the reach of Netflix and Prime Video, which 59 and 49 percent of respondents reported using. Several other platforms were also ahead of Apple TV, which just made the top 10. The results highlight the competitiveness of the U.S. streaming landscape, which has become increasingly fragmented in recent years.
Competition is usually a good thing for customers as it keeps companies from raising prices and encourages them to improve their product. There can be too much of a good thing, however, especially when exclusivity comes into play. In the early days of streaming, Netflix was the streaming equivalent of an all-you-can-eat buffet. There was a ton of content – both licensed and original – for a flat fee that didn’t break the bank. With almost every media conglomerate now offering its own streaming service with exclusive access to its back catalogue, consumers now have to make difficult trade-offs in their entertainment choices, unless they subscribe to multiple streaming services, in which case the costs quickly pile up.
