Apple TV hits record viewership following Emmy wins

Apple TV has achieved its highest weekly viewership in the platform's seven-year history. For the week of September 14, 2026, the streaming service reported a 67% year-over-year increase in viewership.

The surge is attributed to a combination of major Emmy Award wins and high-profile content releases. The platform secured 28 to 29 Emmy awards, the most for any streaming service this year. The comedy-horror series ‘Widow’s Bay’ was a primary driver, winning 14 awards and seeing a 280% week-over-week viewership increase. Other significant contributors include the series ‘Pluribus’, which saw a 200% viewership jump following its six Emmy wins, and the fourth season of ‘Ted Lasso’.

Additionally, the film ‘Mayday’, starring Ryan Reynolds and Kenneth Branagh, has become the platform's biggest film debut, marking a significant milestone in its streaming library. The growth is also supported by Apple's decision to include Apple TV access within iCloud+ subscription packages in over 100 countries and territories, expanding its market reach.