Overview
- Apple told reporters that the week of Sept. 14 delivered the platform’s highest weekly viewership ever, a 67% year-over-year rise based on the company’s internal measures.
- The Sept. 14 Emmy Awards, where Apple TV took 28 Emmys (29 including a commercials win), preceded large title-level spikes that Apple says powered the overall gain.
- Apple reported Widow’s Bay jumped 280% week-over-week after the Emmys and Luminate’s weekly rankings moved the show from outside the Top 50 to No. 13, while Pluribus rose 200% but did not reenter Luminate’s Top 50.
- Strong new and returning releases also helped: Mayday opened at No. 1 in Luminate’s Sept. 4–10 U.S. rankings with 8.7 million views and Ted Lasso’s Season 4 remained a major driver with Nielsen placing it No. 7 for the week of Sept. 7 with 734 million minutes viewed.
- Apple’s Sept. 15 iCloud+ expansion, which added Apple TV access for paid iCloud+ subscribers in many countries, likely widened reach but Apple has not released raw platform totals and Nielsen’s full week-of-Sept. 14 report was pending, so the relative impact remains unquantified.