Apple TV+ sees major growth as ‘Severance’ breaks streaming records

The news: “Severance” has become a cultural phenomenon, surpassing “Ted Lasso” and other popular Apple TV+ series in unique viewers and setting new streaming records for the platform.

• The show has accumulated 589 million minutes of viewership in the US, with 28% coming from the second season premiere.
• The season 2 premiere contributed to a 126% increase in new sign-ups between January 1-19, 2025, compared to December 2024.

Why it matters: By combining buzzworthy content with well-timed promotional efforts (like its free preview weekend), Apple has created a template for successful subscriber acquisition in streaming.

The show’s success demonstrates the power of high-quality original content to significantly boost streaming service viewership and attract new subscribers.

• The surge in sign-ups underscores the ability of highly anticipated content to drive customer acquisition, proving that buzzworthy series can have a measurable impact on growth.
• “Severance” is topping viewership charts globally, highlighting the significance of creating content that resonates in international markets, such as the US, UK, Brazil, and Australia.

The broader strategy: The focus on Apple TV+ is part of a larger services pivot by its parent company.

• Apple’s fiscal Q1 earnings report revealed that services—which also include iCloud, Apple Music, and the App Store—have been a key driver of growth, generating $26.3 billion in revenue. Services now make up 21.4% of Apple’s total revenues.
• Apple is rethinking its film strategy after a series of box office disappointments, including scrapping the theatrical release of “Wolfs.” The company will now focus on one or two major theatrical releases per year, with other films capped at $80 million in budget.
• This shift aligns with Apple’s broader goal to boost Apple TV+ subscriptions, moving away from risky, high-budget films and instead prioritizing content that can directly contribute to subscriber growth.

Our take: “Severance” has proven to be a powerhouse for Apple TV+, driving not only viewership but also subscriber growth—and could push the streamer closer to finally launching an ad-supported tier, something it’s been rumored to be working on for some time now.