A new survey from UBS Evidence Lab -- based on a poll of 1,200 Americans -- found that interest in Apple TV+ has stalled.
Just 22% of iPhone users currently subscribe to Apple TV+, essentially the same numbers the platform was seeing in January 2020, before the COVID lockdown triggered a massive surge in overall streaming subscriptions.
- So-called "iPhone penetration levels" were also down for Netflix, Prime Video, and Hulu, while HBO Max has seen an increase in adoption among iPhone owners.
- Only 5% of respondents cited Apple TV+ as the service providing the "best value for money"; Netflix scored the highest, with 27%.
- Around 25% of respondents also said that Apple TV+'s subscription costs were too high considering the amount of content on the platform; 31% responded that they don't subscribe to Apple TV+ because they prefer offerings from other streamers.
