How Apple TV Is Quietly Becoming a Threat to Netflix's Growth Story

Core Insights - Apple's services revenue grew approximately 15% year over year in fiscal Q4, outpacing the overall company revenue growth of 8% in the same period, indicating a strong performance in high-margin services [1] - The services segment, including Apple TV, is becoming a crucial growth engine for Apple, contributing significantly to the investment thesis for Apple stock [2] Group 1: Apple's Services Business - Apple's services gross margin was about 75% in fiscal Q4, compared to 36% for products, enhancing the overall profit profile as services grow faster than total revenue [1] - The company is leveraging its established business to treat streaming as a long-term strategy rather than a short-term competition, indicating a commitment to its streaming service [4] - Apple TV has seen record engagement, with total hours viewed in December 2025 rising 36% year over year, showcasing its growth potential [7] Group 2: Competitive Landscape - While Netflix remains the leader in streaming with over 300 million subscribers, Apple has unique advantages such as a cash-rich balance sheet and a complementary services ecosystem that can enhance its streaming offerings [6][10] - Apple's financial flexibility allows it to invest heavily in content and strategic partnerships, such as the five-year deal with Formula 1 to bring exclusive content to Apple TV [9][10] - Despite Netflix's strong performance, including a 17.2% revenue growth in Q3, Apple's structural advantages could position Apple TV as a significant competitor in the long run [12][14] Group 3: Strategic Advantages - Apple offers bundled subscriptions like Apple One, which combines Apple TV with other services, increasing distribution and subscriber retention [8] - The company's ability to make substantial investments in content without altering its overall risk profile gives it a competitive edge in the streaming market [14] - Engagement metrics for Apple TV are improving, suggesting that it could become a more formidable threat to Netflix over time [15]