Netflix outlasted Apple TV+ among subscribers who paid for both
Share of pre-hike standalone-paid Apple TV+ subscribers who also paid for Netflix and still showed an active subscription to each service in Apr–Jun 2026
Share still subscribed in Apr–Jun 2026
Source: YipitData U.S. e-receipt panel. Baseline: Jun. 1–Aug. 21, 2025; outcome: Apr.–Jun. 2026. Netflix retention is conservative because start-stop billing can undercount active subscriptions. Research reported Aug. 17, 2026.
Chart data
| Series | Share still subscribed in Apr–Jun 2026 |
|---|---|
| Netflix | 69.5% |
| Apple TV+ | 48.2% |
When only one service remained, which did subscribers keep?
Among panelists who kept only one service, 748 kept Netflix after dropping Apple TV+, versus 265 who kept Apple TV+ after dropping Netflix—a 2.8:1 gap. This shows which service subscribers more often kept when only one of the two remained; it does not show that the August 2025 Apple TV+ price increase caused the decision.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel for 26,233 panel-active, standalone-paid direct Apple TV+ subscribers with a $9.99 receipt from June 1 through Aug. 21, 2025; 12,446 also held at least one tracked competitor. This Insight isolates those who also paid for Netflix and tests each service for an active signal in Apr.–Jun. 2026. Apple One and free-promo users are excluded. Email-level identity and start-stop billing may undercount Netflix retention; the panel skews slightly male and upper-middle income. Findings describe observed panelists and post-hike association, not market totals or price causation.