Apple TV bucks unscripted trend with premium content focus
October 6, 2026 10.25 Europe/London By Julian Clover


Apple TV is the only major global streaming service to have increased the proportion of scripted content in its US catalogue, according to new research from Ampere Analysis.

While competitors have expanded their unscripted output as they pursue advertising revenues and seek programming capable of generating frequent engagement, Ampere says Apple has continued to concentrate on premium drama and comedy.

Unscripted programming represents just 18% of content hours on Apple TV, compared with 25% at Netflix, 35% at Prime Video, 43% at Paramount+, 51% at Disney+ and 72% at HBO Max.

“Apple chose a unique strategy in the global streaming market with a relentless focus on quality over quantity,” said Guy Bisson, Executive Director at Ampere Analysis. “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.”

Ampere argues that the shift towards unscripted programming elsewhere is partly being driven by the growing importance of advertising to streaming economics. Reality, factual and other unscripted formats can provide regular content refreshes and repeat viewing while creating additional inventory for advertisers.

Apple’s viewing figures reflect its contrasting strategy. Ampere’s Showlabs data puts Ted Lasso at the top of Apple TV viewing in the United States during September, with 3.3 million views as audiences watched its fourth season.

Paramount-produced Apple TV original movie Mayday was second with 2.1 million views, followed by Silo on 1.5 million and Dark Matter with 1.2 million. Widow’s Bay recorded 1.1 million views.

Only three unscripted programmes appeared among Apple TV’s top 100 US titles during the period: The Dynasty: UConn Huskies, Twisted Yoga and Prehistoric Planet. By comparison, Ampere says 15 of Netflix’s top 100 titles were unscripted.

The viewing estimates are produced by PlumResearch and count individual streaming events without estimating additional co-viewers.

Bisson will present the findings during The New Economics of Content: Why Advertising Matters at MIPCOM in Cannes on October 13.

The figures suggest Apple continues to differentiate its streaming proposition through a relatively small catalogue of premium originals at a time when its largest competitors are increasingly broadening their services towards the content mix traditionally associated with general entertainment television.