Apple TV finally gets the audience it deserves. Or the streaming service is headed in that direction, anyway. In the contest to become the top streamer, Apple TV posted the strongest year-over-year growth of any platform last quarter.
Five shows helped push the streaming service’s audience numbers upward. Anyone looking for the best that Apple TV has to offer needs to be watching these.
Apple TV posts amazing annual growth, climbs to fourth place in U.S. streaming
Apple TV is Apple’s subscription streaming service, offering exclusive original TV shows, movies, documentaries and children’s programming. Since its 2019 launch, the service has built its reputation around high-quality, star-powered productions.
The video service started small. It made up a mere 3% of the U.S. streaming market in 2021, but grew to 7% by late 2023 as hits like Silo, Hijack and Shrinking attracted new viewers. However, growth then slowed through 2024 and early 2025, with Apple largely stuck at 7% to 8% market share.
But it rocketed up to 13% of the U.S. market over the past year, according to a Q2 2026 report from streaming guide JustWatch. That was enough for Apple TV to overtake both Hulu and HBO Max and become the fourth-largest subscription video-on-demand (SVOD) service in the United States.
Viewers flock to Apple TV to watch these 5 hits
The latest figures suggest Apple’s strategy of focusing on a smaller library of premium original programming has really started to pay off. Unlike its rivals, it didn’t buy a massive content library from outside viewers love … and so do critics
A 5-percentage-point gain in just a year in the cutthroat streaming market is extraordinary. But the success can be chalked up to some very popular shows.
Severance
Apple TV viewership a year ago would have still been riding high off the success of Severance season 2. This creepy workplace drama turned into a genuine streaming phenomenon following its long-awaited return in early 2025. The series dominated social media conversations, generated weekly speculation about its mysteries and consistently ranked among the most popular shows on Apple TV.
It became Apple’s biggest original series to date, even outperforming the previous flagship series,Ted Lasso.
For those who have somehow missed out, Severance is a psychological thriller set at a mysterious corporation where employees undergo brain surgery to separate their work memories from their personal lives. That creates two distinct versions of each person, setting the stage for a story filled with mystery, suspense and questions about identity and free will.
Pluribus
After its fall 2025 launch, Pluribus soon became a breakout hit thanks to its blend of high-concept science fiction, dark humor and compelling characters. Created by Breaking Bad and Better Call Saul mastermind Vince Gilligan, the series generated buzz as viewers embraced its unusual premise and unpredictable storytelling.
Critics praised Pluribus‘ originality and performances — it’s up for 18 Emmys! — while audiences helped turn it into one of Apple TV’s biggest successes of the past year, cementing its status as another prestige hit for the streaming service.
Pluribus follows the most miserable person on Earth, who’s tasked with saving the world from a contagion of hive-mind happiness.
Widow’s Bay
Spring 2026 brought another Apple TV hit: Widow’s Bay draws viewers with its blend of supernatural mystery, horror and dark comedy. The series generated strong buzz with its eerie atmosphere, sharp writing and standout performances, while critics praised its fresh take on small-town secrets and the supernatural.
Its popularity with both audiences and awards voters helped make it one of Apple TV’s defining new series, culminating in a leading 19 Emmy nominations that underscored its broad appeal.
We can’t give more details on the show without spoilers … you just have to watch!
Your Friends & Neighbors
With two seasons under its belt as of this spring, Your Friends & Neighbors achieved long-term popularity thanks to its mix of dark humor, suspense and biting social commentary. Starring Jon Hamm (Mad Men) as a disgraced hedge fund manager who turns to stealing from his wealthy neighbors, the drama drew viewers with its sharp writing, morally complex characters and unexpected twists.
Strong word of mouth brought in audiences, and a recent Emmy nomination for Outstanding Drama Series certainly didn’t hurt.
Shrinking
Over three seasons, Shrinking became one of Apple TV’s most consistently popular series thanks to its winning blend of heartfelt drama and sharp comedy. Starring Jason Segel as a grieving therapist who begins telling his patients exactly what he thinks, alongside Harrison Ford in one of his first major television roles, the series earned widespread praise for its humor, emotional depth and memorable performances.
Great reviews and an expanding audience over multiple seasons make Shrinking one of Apple TV’s signature comedies. It finally broke into Nielsen’s U.S. streaming Top 10 after the premiere of season three, showing it has continued to grow rather than fade.
Other standouts
Some Apple TV series possess long-term appeal, still bringing in viewers even as audiences wait for new episodes.
Dystopian sci-fi drama Silo is Apple’s biggest ongoing audience hit, repeatedly appeared in Nielsen’s Top 10 streaming originals. It just returned to Apple TV on July 3 for season three after a wait of 18 months.
Breakout soccer comedy Ted Lasso hasn’t released a new episode since 2023, but remains one of Apple’s most-streamed series. Season four begins August 5!
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