Report: Apple TV+ is seeing huge growth in engagement, but movies are lagging behind hit TV shows

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Apple TV+ engagement is on the rise, according to new figures shared by streaming content service Reelgood. But while this is great news for the streamer as a whole, it doesn’t tell the whole story.

In figures shared with iMore, Reelgood says engagements — “reading, following, and other interactions” within its service and app — from March to June 2022 are up significantly from the same period last year.

Here’s how Reelgood sees things moving right now:

  • For 10 engagements on Reelgood platforms in March-June 2021, the average Apple TV+ movie now gets 12 engagements. Engagement of Apple TV+ movies on Reelgood platforms grew by approximately 20% year-over-year.
  • For 10 engagements on Reelgood platforms in March-June 2021, the average Apple TV+ series now gets 14 engagements. Engagement of Apple TV+ series on Reelgood platforms grew by approximately 40% year-over-year.

All thanks to CODA, Severance and others

However, what is most remarkable is the content that prompted all these engagements. While the increase in engagements for Apple TV+ Movies is significant, it appears to be largely thanks to the hyper-hit CODA. However, things were much more spread out on the TV shows front.

Reelgood says Slow Horses, Severance and WeCrashed were among the shows that can be attributed to that 40% increase.

All of this means that Apple TV+ could have a problem with its cinematic content, at least when placed alongside the success it has had in a number of TV shows. Having a movie as the main cause of engagement could be a concern, even if it’s not for lack of trying. Apple TV+ movies include Hala, On the Rocks, and Wolfwalkers. Many movies available on Apple TV+ are non-fiction, which can also hinder their success.

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