The Desk appreciates the support of readers who purchase products or services through links on our website. Learn more...

Analyst: Few taking advantage of free Apple TV Plus subscription

A press image for the Apple TV Plus series “Central Park.” (Image: Apple/Handout)

Less than 10 million Apple customers have taken advantage of Apple’s generous one-year free subscription of Apple TV Plus, according to a Wall Street analyst.

Toni Sacconaghi, an analyst with market research firm AllianceBernstein, based the estimate on numbers released by Apple during their most-recent quarterly earnings disclosure.

Apple TV Plus, a streaming TV service launched by the consumer electronics company last year, offered a library of nothing but original programming when it rolled out to customers. But that library pales in comparison to similar offerings from Netflix, Amazon or Disney’s Hulu.

Apple offers the service for $4.99 a month or $49.99 a year after a seven-day free trial period, but customers who purchase new Apple hardware like a tablet or iPhone are eligible for a one-year free subscription.

Tim Cook, Apple’s chief executive, said the service was “off to a rousing start” during a quarterly earnings conference call last week, but the California-based company didn’t disclose specific subscriber numbers.

Sacconaghi said there could be a number of reasons why Apple TV Plus isn’t resonating with customers, including increased competition in the streaming TV space and a lack of promotion to customers outside of Apple’s ecosystem.

Never miss a story

Get free breaking news alerts and twice-weekly digests delivered to your inbox.

We do not share your e-mail address with third parties; you can unsubscribe at any time.

Photo of author

About the Author:

Matthew Keys

Matthew Keys is a nationally recognized, award-winning journalist with over a decade of experience reporting on the business of media, broadcast television, streaming video platforms and emerging technology. He is the founder, publisher, and editor of TheDesk.net, a trusted source for in-depth news and analysis on the evolving media landscape.

Matthew’s reporting has appeared in major industry outlets, including StreamTV Insider, Digital Content Next and KnowTechie, where he covers topics at the intersection of journalism, streaming services, and digital media innovation. Throughout his career, he has held editorial roles at respected organizations such as Thomson Reuters, Tribune Media, the Disney-ABC Television Group and McNaughton Newspapers.

Known for his accuracy, clarity, and deep industry insight, Matthew continues to provide reliable reporting and thought leadership in a rapidly changing media environment. His work is frequently cited by industry leaders, analysts, and trade publications.