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Apple TV+ sees major gains in customer satisfaction & retention

Apple TV+

The Apple TV+ streaming service has sseen significant gains in both customer satisfaction and the likelihood that a user will keep paying for a subscription between 2021 and 2022, new data suggests.

According to research by Whip Media, the level of overall customer satisfaction for Apple TV+ jumped from 62% in 2021 to 76% in 2022. The 14 point increase marked the largest jump for any video-on-demand service.

Apple TV+ didn't have the highest rate of customer satisfaction among streaming services, however. The company ranked sixth. HBO Max, Disney+, Hulu, Netflix, and Paramount+ ranked first through fifth, in that order.

Credit: Whip Media
Credit: Whip Media

The Apple streaming service also saw a massive jump in the likelihood that customers keep their subscriptions active. In 2021, 54% of customers said they'd keep paying for Apple TV+. The following year, that number jumped to 73%.

Comparatively, Netflix saw the largest decline in customers saying they'll keep paying for service. Between 2021 and 2022, the number of users who plan on paying for a subscription dropped from 93% to 81%.

Apple TV+ also ranked highly in overall catalog quality, particularly when it came to quality of original series. However, research participants seemed to acknowledge that Apple TV+ lacked in quality of movies and the quality of their overall library.

Credit: Whip Media
Credit: Whip Media

Despite the customer satisfaction, Apple TV+ had the highest rate of churn in 2022. According to the data, 13% of respondents said they canceled Apple TV+, compared to just 6% the year prior. The jump is likely attributable to free trial periods expiring.

Prior data indicated that most Apple TV+ users were on a trial, and Apple has been extending free promotional periods since launch.

The research study surveyed 2,460 U.S. users of the TV Time app — which lets users track their streaming consumption — from April 29 to May 4, 2022. Whip Media weighted the results to balance with the U.S. population by gender and age.