Amazon's 71.8% catalog share and 132.7 million ad-supported viewers make Prime Video hard to ignore.

As Apple celebrates its 50th anniversary, we dive into how the company has grown as leader in marketing, retail, and services—and what’s next.

Disney is raising streaming prices again; Disney+ ad-free will climb to $18.99 per month, Hulu’s ad tier will rise to $11.99, and bundles will increase by up to $3. The hikes follow similar moves by Apple TV+ and Peacock, as subscription inflation outpaces consumer budgets. Nearly half of US adults have altered streaming subscriptions in the past six months, with two-thirds of cancellations tied to high costs. Disney can point to premium franchises, ESPN, and bundles as value, but modest daily engagement gains make retention a tougher challenge in a saturated market.

The 77th Primetime Emmy Awards underscored streaming’s dominance in television, with HBO Max, Apple TV+, and Netflix sweeping major categories. Traditional TV was largely absent from the spotlight, with The Late Show among the few exceptions. The ceremony’s cross-platform broadcast—CBS, Paramount+, Showtime, Hulu—reflected shifting consumption habits, as Emmys remain culturally relevant even as streaming platforms cement their awards clout.

Peacock is joining Prime Video’s ecosystem, giving viewers access to the service as an add-on with Prime subscriptions, per an Amazon announcement. The ad-free version of Comcast’s streaming platform will cost the same on Prime Video as it would individually. Peacock joins the likes of Paramount+, Apple TV+, and HBO Max in becoming part of Prime’s ecosystem. Peacock’s integration into Prime Video turns a mid-tier streamer struggling with profitability into part of a premium bundle, giving advertisers access to a larger, more engaged audience part of Amazon’s high-value ecosystem.

Apple is partnering with digital platform TuneIn to strengthen its radio reach and better compete with Spotify, per the Wall Street Journal. The move will see Apple distribute its radio stations across connected cars and home speakers globally and marks the first time Apple’s current radio stations will be accessible outside of the Apple Music app. Apple’s radio push could breathe life into its struggling streaming units, attracting listeners who haven’t considered Apple Music and potentially drawing in advertisers who are looking for access to Apple’s library.

The news: As US interest in soccer grows with the 2026 FIFA World Cup less than a year away, one streaming brand with deep ties to soccer is notably absent from the pre-World Cup hype: Apple TV+. <p> Our take: Apple TV+ is fathoms behind leading services with approximately 45 million subscribers, per The Information. Without a legacy media business to support its streaming operations, sports leagues have a wealth of other channels to partner with for better reach.</p>

The news: Apple’s F1: The Movie made $144 million globally in its opening weekend, becoming the company’s first box office success after prior flops. With standout reviews and marketing synced across the Apple ecosystem, the Brad Pitt-led film was driven by premium formats like IMAX and high youth turnout. Our take: F1 validates Apple’s blockbuster ambitions, but success here is about more than ticket sales. It’s a brand-building tool, aimed at strengthening Apple TV+ and its wider services. Turning big-screen moments into lasting streaming growth is the next test—especially as Apple balances cost, competition, and the evolving economics of global theatrical releases.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

Apple Q2 revenues grow 5% YoY, but Services are slightly below expectations: Despite revenue gains, tariffs and an antitrust case could cause the tides to turn.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

While Apple TV+ lost money, Services revenue hit $96.2 billion in 2024—showing Apple’s broader ecosystem is carrying the weight of its content ambitions.

Who will be the MLB’s new streaming partner? As MLB’s partnership with ESPN is ending, Apple TV+ could eye a deal to expand its sports catalog.

"Severance" drives record Apple TV+ engagement: The streamer saw a 126% surge in new subscribers, proving the impact of high-quality original content.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

Apple TV+ offers free weekend: A blend of traditional tactics and tech strategy aims to boost subscribers ahead of Severance Season 2.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

CTV inventory has surged, but the linear TV ad market remains much larger.

Apple feels the pain of Apple TV+ struggles: Its Q4 revenues missed the mark in some divisions including Services, which includes advertising.

Apple’s Prime Video deal draws the lines of power in streaming: Growth in SVOD is slowing significantly, leaving services little choice but to piggyback off larger platforms.