Apple TV is taking a different approach to the growing importance of unscripted programming in streaming, with new Ampere Analysis data showing that the service has increased the share of scripted content in its US catalogue between Q2 2022 and Q2 2026.
The shift sets Apple TV apart from other major streaming platforms, many of which have expanded their unscripted offerings as they look to refresh catalogues more frequently, increase engagement and strengthen their appeal to advertisers.
Unscripted titles account for just 18% of Apple TV’s US catalogue, the lowest proportion among the major US streaming services. The figure compares with 25% for Netflix, 35% for Prime Video, 43% for Paramount+, 51% for Disney+ and 72% for HBO Max.
Scripted titles dominate Apple TV’s strongest performers
The strategy is also reflected in Apple TV’s viewing performance. According to Showlabs data from Ampere Analysis covering September 1–14, scripted programming dominated the platform’s top-performing titles in the US.
Ted Lasso Season 4 led the period with 3.3 million unique viewers, followed by the Apple original movie Mayday with 2.1 million. Silo Season 3 ranked third with 1.5 million viewers, while Dark Matter Season 2 reached 1.2 million. Widow’s Bay followed with 1.1 million.
Only three Apple TV titles appeared among the platform’s top 100 US performers as unscripted programming during the period: The Dynasty: UConn Huskies, Twisted Yoga and Prehistoric Planet. Netflix, by comparison, had 15 unscripted titles in its own top 100.
The findings underline Apple TV’s continued positioning around premium scripted drama rather than the broader unscripted expansion seen across the streaming market.
Ampere Analysis analyst Guy Bisson will discuss the changing economics of content and the growing importance of advertising at MIPCOM Cannes on October 13, where he will present The New Economics of Content: Why Advertising Matters.
