Apple TV+ Emerges as the New Powerhouse in Streaming: A Rival to HBO’s Throne

Apple TV

In the rapidly evolving landscape of streaming services, Apple TV+ is making significant strides, positioning itself as a formidable competitor to HBO. With a focus on original content and a growing global market share, Apple TV+ is charting a course that closely mirrors HBO’s strategy in the premium cable era, albeit in the digital streaming domain.

Key Highlights:

  • Apple TV+’s global market share has grown, inching closer to HBO Max.
  • The platform emphasizes original content, akin to HBO’s approach, rather than acquiring outside programming.
  • Apple TV+ has been increasing its subscriber base despite initially losing users after reducing its free trial period.
  • HBO Max is adjusting its pricing, reflecting a broader trend in the streaming industry, including Apple TV+.
  • Apple TV+ is known for high-profile collaborations and a selective, high-quality content strategy.

Apple TV

A Shift in the Streaming Landscape

Unlike other streaming giants that rely heavily on vast libraries of acquired content, Apple TV+ has carved a unique identity by focusing exclusively on new and original films and TV shows. This strategy sets it apart from competitors like Netflix and Amazon Prime Video, and aligns more with HBO’s traditional approach of curated, high-quality content.

Market Dynamics and Competition

After a brief dip in market share following the reduction of its free trial period, Apple TV+ has been on an upward trajectory. As of early 2022, its global market share reached 5.6%, trailing HBO Max’s 7% but showing steady growth. This increase is attributed to the launch of highly anticipated shows and seasons, which have been pivotal in attracting new subscribers.

Pricing Strategies in the Streaming Wars

In an industry where pricing plays a crucial role, both HBO Max and Apple TV+ have adjusted their subscription costs. HBO Max increased its ad-free plan from $15 to $16 per month, while Apple TV+ raised its monthly fee from $4.99 to $6.99. These changes reflect a larger trend in the streaming service market, as platforms strive to balance content investments with subscriber growth.

Content: The Cornerstone of Apple TV+’s Strategy

The essence of Apple TV+’s strategy lies in its content. The platform has been selective in its offerings, focusing on high-quality, original productions. This approach, while limiting in terms of quantity, has allowed Apple TV+ to cultivate a portfolio of critically acclaimed shows. Flagship series like “Ted Lasso” and “The Morning Show” have become synonymous with the brand, drawing in audiences and accolades alike. Furthermore, Apple TV+ is increasingly becoming a destination for top-tier talent in the industry, signaling its growing influence and appeal.


Apple TV+’s journey in the streaming wars is a testament to the effectiveness of its focused, quality-over-quantity approach. While it may still be behind in terms of market share, its strategy closely mirrors that of HBO, suggesting a potential for significant impact in the streaming industry. With its growing library of original content and increasing popularity among viewers, Apple TV+ is steadily positioning itself as a major player, challenging the dominance of established platforms like HBO.


About the author


Ashlyn Fernandes

Ashlyn is a young communications professional with disciplined training and apt exposure. He has been a voice for a number of media houses in the country and overseas. Travel, Technology, Consumer, Real Estate and Healthcare have been his main areas of practice using conventional messaging with effective digital strategies.