Keeping with marketers’ preferred narrative of the “streaming wars”, Apple TV+ is losing the battle for the living room. Apple’s streaming service—which will turn five years old in November 2024—is lagging behind the competition, still being quietly used by some 11% of the US population. In a survey conducted between MoffetNathanson and HarrisX, quizzing 8,500 US household decisionmakers on SVoD usage, Apple TV+ ranks in the penultimate position, as shown in the graph below. With the exception of the underperforming discovery+ which has suffered from the messy Warner Bros Discover merger, Apple TV+ has been surpassed by every one of closest SVoD rivals which launched many months later – Max in Q3 2020, Paramount+ in Q1 2021, and Peacock…