Apple TV overtakes Netflix in quality index Apfelpatient

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Streaming services almost always measure their success by how much time subscribers spend in front of the screen. A newly developed index reverses this logic and instead evaluates the quality of the content – and in this calculation, Apple TV comes out ahead of Netflix.

Reach and viewing time have been the most important metrics in the streaming business for years: whoever captures the most hours is considered the market leader. Apple has traditionally fared poorly in this regard because the service's comparatively small catalog offers little in the way of continuous entertainment. Since its launch, the Apple TV streaming service has consciously focused on a few, but elaborately produced, original content rather than a vast library – a strategy clearly reflected in the service's current summer lineup. This very approach is now being rewarded by a different metric: a quality index that, for the first time, doesn't count the sheer number of minutes streamed, but rather their value.

Why pure screen time as a measure is outdated

The industry thrives on the metric "time spent," meaning the time spent using a service. The importance placed on this metric is illustrated by a frequently quoted statement from a Netflix co-founder, who once declared users' sleep to be the service's real competitor. The problem with this calculation: not every minute is equally valuable. A program that's running in the background at night says less about its appeal than one that's specifically tuned in during prime time.

The analysis firm MoffetNathanson addresses this gap. It has developed its own quality indicator that measures the performance of streaming services beyond mere usage time. The methodology was explained in detail by Matthew Belloni in the industry newsletter Puck.

Five criteria behind the quality index

The index is based on five factors. The first is the time of day for viewing: those who tune in to a program during prime time signal greater attention and a more conscious decision than someone who has something running in the background in the middle of the night. The second factor is the general demand for the content, gathered through specialized data services. The third factor considers the depth of the franchises, i.e., how sustainable and expandable a provider's brands are.

The fourth factor is prestige in the form of awards and critical acclaim – and Apple has recently delivered in this area. The Hollywood satire "The Studio" swept the BAFTAs in 2026, and two Peabody Awards brought further prestigious industry accolades to Apple productions. The fifth and final factor is sports and live events.

Disney leads the pack, with Apple TV just behind HBO Max

In the initial index analysis, Disney clearly outpaces all its competitors. HBO Max and Apple TV are locked in a tight race for second place, with HBO Max ultimately securing it by the narrowest of margins. Netflix follows closely behind Apple TV. A significant gap then emerges before Amazon, Peacock, and Paramount+ round out the field.

#	Streaming service	Position in the quality index
1	Disney	clearly in the lead
2	HBO Max	narrowly ahead of Apple TV
3	Apple TV	practically on par with HBO Max
4	Netflix	only slightly behind Apple TV
5	Amazon	after a significant distance
6	Peacock	in the back of the field
7	Paramount+	in the back of the field

The situation at the top is remarkable: Disney, HBO Max, and Apple TV occupy the top spots, their strength lying less in the quantity of content than in the appeal of individual titles. Netflix, usually unchallenged in traditional reach comparisons, falls behind Apple in terms of quality.

What the success reveals about Apple's streaming strategy

In standard streaming comparisons based on usage hours and market share, Apple regularly appears at the bottom of the rankings. The new index, however, places the service at the forefront precisely where Apple believes it should be: in the quality of its content. This aligns with its long-standing policy of delivering the best content rather than the most comprehensive – a promise that, given its limited library, was long considered a disadvantage.

The importance Apple places on this business is also reflected in its leadership: Incoming CEO John Ternus has already announced plans to make the service more competitive. A quality seal that positions the service above Netflix and on par with HBO Max should bolster this ambition. For subscribers in Germany, the Apple TV streaming service remains at €9.99 per month; it's included in the Apple One bundle subscription starting at €19.95 per month. The next test of its quality standards, therefore, won't be in audience reach statistics, but rather in the next wave of original productions. (Image: Shutterstock / Primakov)