Move Over Netflix and HBO — This Smaller Streamer Is Quietly Winning Viewers Ahead of 2026

Whenever someone asks, “What’s the best streaming service?”, chances are that Netflix or HBO Max will usually be in the conversation. After all, if it weren’t for Netflix, streaming wouldn’t be a thing — not to mention HBO Max turning out must-watch TV like The Pitt. It turns out that one streamer has quietly topped both of these giants in 2025. According to Television Stats, Apple TV is currently the highest-ranking network.

Apple TV’s dominance might be surprising to some. After all, it’s usually only available on Apple devices, and most people who sign up do so only for the free three-month trial. So why has it lapped streaming giants like Netflix and HBO Max? The answer lies in its programming, specifically in how people engage with it. The response to shows like Pluribus and Severance shows that Apple TV has found its groove, and more streamers should take note.

Apple TV Keeps Viewers Engaged With Its Programming

Whether you’re a fan of Apple TV’s shows or not, one thing is clear: they get people talking. Take Ted Lasso, for example. The soccer sitcom drew viewers thanks to the positive outlook of Jason Sudeikis‘s titular character, not to mention the timing of its premiere during the first year of COVID. As a result, viewers who fell in love with the show recommended it to friends and family, who kept coming back for season after season and will probably return for Season 4. It’s a reminder of how television used to work before the rise of streaming services; if you find a show you like, you keep tuning in.

Contrast that with HBO Max and, especially, Netflix, which often rely on breakout hits to keep viewers coming back. While Netflix rose to prominence thanks to Stranger Things and Squid Game, it frequently cancels television shows that can’t match those series’ metrics. Not only does this mean that many great shows get cut down before they have a chance to flourish, but it also raises questions about why Netflix viewers should continue to invest in the service when they never know whether a show will be renewed. In comparison, Apple TV has offered a steady slate of programming to keep viewers coming back.

That sense of stability is essential now that streamers and studios are cutting back on original programming to become profitable. Usually, this means that subscription rates will skyrocket, as Netflix users saw the latest in a series of price hikes. Apple TV, on the other hand, has a solid $12.99 price tag, which feels like a better investment since you’ll get more consistent programming. There’s been another significant shift in Apple TV’s offerings that led to its current rise to the top.

Thanks To Strong Sci-Fi Shows, Apple TV Finally Has an Angle to Hook Subscribers

Most streamers rely on a unique angle to attract and potentially keep subscribers. Paramount+ has leaned chiefly on Taylor Sheridan and the Star Trek universe, Disney+ has Marvel and Star Wars, and Netflix has Stranger Things. It took Apple TV a while to find its niche, but now it’s clear that science fiction is where it thrives. In addition to Pluribus and Severance drawing rave reviews and audiences, there’s also Foundation, which brings the epic scale of Issac Asimov‘s novels to the screen; Sugar, which features a stellar performance from Colin Farrell and a jaw-dropping twist that has to be seen to be believed; and See, which features Jason Momoa as a blind warrior.

Apple TV also avoids the “ten-hour movie” trap, as its television shows actually feel like television shows. Each episode pushes the narrative forward while keeping viewers hooked. It’s a far cry from how the final season of Stranger Things has been parceled out, or how The Last of Us has been dealing with creative shakeups. It wouldn’t be surprising if Apple TV takes the lead from Netflix as a model streamer, as it’s found a recipe for success.