Research: Apple TV only streamer to increase scripted content
October 6, 2026



Apple TV is the only major global streamer increasing its proportion of scripted content in its US catalogue as competitors battle for position in an unscripted, ad-driven market, according to research from Ampere Analysis.

Guy Bisson, Executive Director at Ampere Analysis, commented: “Apple chose a unique strategy in the global streaming market with a relentless focus on quality over quantity. While other streamers are increasingly moving towards a generalist content mix where unscripted content is becoming central, Apple TV has invested heavily in premium scripted shows that continue to drive strong viewer engagement, positive word of mouth and awards recognition. The streamer is doubling down on that strategy, showing that taking the path less trodden pays dividends in a fiercely competitive market.”


Key findings:

Apple TV stands out: In the US, Apple TV is the only major global streamer to have increased the volume of scripted content in its catalogue over unscripted as it continues to position itself as the premium player in a crowded market.
The appeal of unscripted content: As global streamers vie for position and look to advertising for future growth, unscripted content has become increasingly important as part of the wider content mix. All major streamers have significantly increased the volume of unscripted content to drive rapid content refresh, ongoing engagement, and repeat viewing to retain customers and engage advertisers.
Apple TV focuses on a premium position: The streamer has increased the volume of scripted content in its catalogue while slightly reducing unscripted. This reflects its market position as the home of premium scripted drama, echoed in its title-level performance data.
Apple TV has the lowest proportion of unscripted content: As a result of this strategy, Apple TV has the lowest proportion of unscripted content among all the major streamers at 18 per cent. This compares to 25 per cent for Netflix, 35 per cent for Prime Video, 43 per cent for Paramount+, 51 per cent for Disney+ and 72 per cent for HBO Max based on US content hours.
Top watched shows on Apple TV: Showlabs (part of Ampere Analysis) title-level streaming performance data shows that perennial Apple TV scripted favourites mix with newer release titles among the top 10 performing titles in September (data to September 14th). Ted Lasso (pictured) was the top-performing title in September with 3.3 million views in the US as viewers enjoyed Season 4, while Paramount-produced Apple TV original movie Mayday held the second spot with 2.1 million views. Silo ranked third with 1.5 million views while Dark Matter has shot up the ranking to fourth place (1.2 million views), falling just above Season 1 of Widow’s Bay, which has held its spot as the fifth most popular title since August with 1.1 million views.
Among the top 100 US titles for September based on Showlabs viewing data, only three of Apple TV’s titles are unscripted (Documentaries The Dynasty: UConn Huskies, Twisted Yoga and Prehistoric Planet). In contrast, 15 of Netflix’s top 100 performing titles are unscripted during the same period.