Apple TV is carving a bigger slice of the U.S. streaming pie, leaping from roughly six percent in 2023 to 12% in the first quarter of 2026, according to JustWatch data. That jump eclipses the combined gains of several years and narrows the gap that once separated it from giants like Netflix and Prime Video.

The new figures stem from over 35 million U.S. streaming interactions from January 1 to March 31, measuring searches, clicks and watchlist activity rather than subscriber counts. While Disney+ sits at 16% and HBO Max shares a similar share, Apple TV’s surge signals a shift toward curated libraries that deliver quick wins for viewers.

Apple’s strategy has always leaned on a lean catalog of high‑profile originals instead of sheer volume. As libraries balloon, viewers grow weary of endless scrolling; a smaller slate lets them press play faster, boosting engagement metrics that JustWatch tracks.

Apple TV’s four‑point jump in a single quarter is rare in a mature market where most platforms move by a single point. The move underscores that a focused slate can compete with scale, potentially reshaping how the top tier is defined.