Apple TV: Survey on content and sports launched Apfelpatient

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Apple wants to know what Apple TV subscribers think – and is asking a series of targeted questions to find out.

Apple TV is one of the most talked-about streaming services in the industry. Despite award-winning series like Severance, The Studio, and Shrinking, its market share remains modest compared to Netflix or Disney+. Now, Apple is seeking direct feedback from subscribers with a comprehensive survey that offers fascinating insights into the company's strategic considerations.

What Apple asks its subscribers

Apple is currently sending a roughly 15-minute questionnaire to a portion of its Apple TV subscribers. It focuses on the perceived quality and variety of content, the importance of awards and buzz in show selection, and how important it is for users to be able to identify with characters and stories. The production value of the originals is also assessed.

At one point in the survey, subscribers are asked to rate whether they agree with statements such as "culturally relevant," "makes me nostalgic or sentimental," "emotionally engaging," or "thought-provoking." Apple apparently wants to better understand the emotional and intellectual responses its own productions evoke.

Apple TV Survey April 2026 — Image: Apfelpatient

What content do users want more of?

One particularly revealing question concerns content categories. Subscribers can indicate which genres they would like to see more of on Apple TV. The options include:

Sports commentary (sports talk, analysis, previews and follow-up reports, interviews)
Stand-up comedy
Reality competition formats
Content in the respective national language
Classic genres such as crime, drama, horror and music

The focus on content in local languages is particularly interesting – a clear signal that Apple is serious about the international expansion of the service. The survey also addresses the availability of classic titles and the importance of Family Sharing. Apple explicitly points out that users can share their subscription and asks whether they were aware of this before taking the survey.

Sport takes center stage

A separate section is dedicated entirely to the topic of sports. Apple wants to know how strongly its subscribers identify with various sports and leagues. The survey asks whether someone is a hardcore fan, a moderate fan, a casual fan, not a fan but interested, or not a fan at all – specifically for the following sports and leagues:

Formula 1
Tennis
Women's National Basketball Association (WNBA)
Major League Baseball (MLB)
Premier League
Major League Soccer (MLS)
National Football League (NFL)
Volleyball
National Basketball Association (NBA)

The fact that Apple lists nine different sports and leagues suggests concrete plans. Apple TV already holds broadcasting rights for MLS and some MLB games, as well as F1 broadcasting rights starting in 2026 in the US. The explicit mention of the NBA, NFL, Premier League, and WNBA indicates that Apple intends to further expand its sports portfolio.

Concluding questions reveal the strategy

The survey concludes with questions about users' subscription behavior and an open-ended question: "What would you change or add to Apple TV if you could?" This is followed by a few profile questions – such as gender, student status, and the use of other Apple services.

The selection of topics clearly shows where Apple still sees potential for improvement. Besides content diversity, brand perception, the relevance of classic titles, and above all, the strategic focus in the sports sector play a central role. The question of content in local languages also fits this picture: Apple wants to develop the service into a globally relevant streaming offering that can compete independently in every market.

What the survey reveals about Apple's plans

Such surveys are not unusual for streaming providers, but the level of detail is remarkable. Apple is gaining a precise understanding of what retains its subscribers – and is likely using this information to inform investment decisions for the coming years. The indications are particularly clear in the sports segment: Apple is apparently examining whether investments in major US leagues or the Premier League would be worthwhile. Stand-up comedy could also become a new pillar of the business, given that Apple TV has produced very few original content in this area so far.

From our perspective, the survey sends an important signal: Apple TV is apparently ready to strategically broaden its programming. Those who don't currently have a subscription might be more likely to subscribe in the future if additional sports content or more local productions are offered.

Apple TV survey – the most important points at a glance

Apple is gathering feedback on content quality, genre diversity, and sports through a detailed survey. Particularly noteworthy is the focus on nine different sports and leagues, as well as the emphasis on content in local languages. Both points suggest that Apple TV is to be strategically positioned more broadly in the coming years – with more sports, more local productions, and a clearer profile in international competition. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including those compatible with HomeKit. (Image: Apple)