Apple TV+ subscriptions flat despite COVID-19 quarantine, increased demand for originals

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Fresh research data shows Apple TV+ is not experiencing a bump in subscriber numbers during the ongoing coronavirus pandemic, a period that brought major gains to other services like Disney+ and Hulu.

According to statistics from Antenna, Apple TV+ is the only major streaming service to not see a significant boost in new subscribers amid worldwide quarantines and stay-at-home orders, reports Business Insider. The firm compared signup data from March and April with that of February, when coronavirus precautions were not widely implemented.

Antenna gleans its data from transactional information like credit card payments.

Despite the lack of surge growth, customers are supposedly seeking out Apple's original programming. Parrot Analytics, which tracks audience demand, saw increased interest in Apple TV+ content, with so-called "demand share" increasing some 10% among competitors in the seven weeks after March 11, the report said.

"The impact the pandemic is having on audience demand has certainly helped Apple TV Plus so far," said Steve Langdon, partnership director at Parrot Analytics. Langdon added that Chris Evans vehicle "Defending Jacob" has been a standout hit for the service.

Apple has yet to disclose official Apple TV+ numbers, but a report this week claims the platform hit 10 million signups as of February. By contrast, Disney+ achieved as many subscribers in just 10 days, a number that swelled to 50 million users in April.

The Cupertino-based tech giant is reportedly looking to expand Apple TV+ beyond brand exclusives and originals, and this week reached a $70 million deal for rights to "Greyhound" starring Tom Hanks.