Apple TV closed 2025 with its strongest momentum yet, marking a turning point for Apple’s streaming ambitions. Engagement surged to record levels in December, with total hours viewed rising 36 percent year over year. The growth was not limited to one market. Europe and Latin America posted sharp increases, the U.S. continued to expand, and global releases helped turn Apple TV into a truly international platform.
This performance was not driven by sheer volume of content, but by carefully timed releases, broader accessibility, and a growing sense that Apple TV has found its rhythm.
A Breakout Year for Originals
At the center of Apple TV’s momentum were titles that resonated far beyond the service itself. F1 became a cultural event, finishing as the No. 1 movie at the global box office, the most-watched film on Apple TV, and the highest-grossing sports movie ever. Alongside it, Pluribus emerged as Apple TV’s biggest series launch to date, drawing critical acclaim and strong global viewership.
Seasonal favorites also played a role. The return of A Charlie Brown Christmas once again demonstrated the long-term value of timeless programming, blending nostalgia with new audiences discovering Apple TV for the first time.
Together, these releases helped transform December into the most-engaged month in the platform’s history.
Awards That Reinforce the Strategy
Apple TV’s focus on quality storytelling continued to earn industry recognition. The Studio set a new benchmark as the most Emmy-winning freshman comedy ever, while Severance led the year as the most-awarded drama. Slow Horses added to the momentum with a Best Directing win, reinforcing Apple Studios’ strength across genres.
To date, Apple TV has accumulated 672 award wins and more than 3,000 nominations. Rather than chasing scale, the platform’s strategy has centered on building a reputation where each release carries weight, both creatively and culturally.
Sports, Identity, and Platform Expansion
Beyond scripted content, Apple TV expanded its role in live sports. Major League Soccer became fully available to subscribers at no additional cost, while marquee events such as Friday Night Baseball continued to anchor the platform’s sports identity. Looking ahead, a new five-year agreement will bring every Formula 1 race exclusively to Apple TV in the United States, building on the global success of F1.
The platform itself also evolved. A new Apple TV identity and mnemonic signaled confidence in the brand, while practical changes improved accessibility and reach. The Apple TV app arrived on Android, household profiles introduced deeper personalization, and a new Apple TV and Peacock bundle reflected a more flexible approach to distribution.
Together, these moves position Apple TV not just as another streaming service, but as a central entertainment destination designed to grow with its audience.
