Research firm MoffetNathanson has developed a new quality index that ranks streaming services based on content value rather than engagement time. In the first evaluation, Apple TV outperformed Netflix, placing behind Disney and just behind HBO Max. This metric shifts industry focus from viewing duration to intentional content consumption.

The index evaluates five key metrics: primetime viewership, content demand, franchise depth, prestige, and live sports. Despite Netflix's dominance in traditional engagement metrics, it trails Apple TV in this quality assessment. The rankings reflect a growing recognition that not all viewing experiences carry equal value.

Apple has consistently emphasized content quality over quantity in its streaming strategy. This new validation from MoffetNathanson supports Apple's approach to creating premium content. Apple TV costs $12.99 monthly or is available through the Apple One bundle.