ACCORDING TO THE latest J.D. Power TMT Insight survey, conducted in mid–December, Apple TV+ now has 14% of the US video streaming market, up significantly from 10% in the firm’s April survey. Market leader Netflix has 81% (down from 85% in April), Amazon Prime Video 65%, Hulu 56%, and Disney+ 47%. According to Kantar’s Entertainment on Demand service, however, Apple TV+ attracted only 5.9% of new subscribers in Q4 2020, while HBO Max attracted 19.2%, Amazon Prime Video 18.2%, and Hulu 13.7% of new subscribers in the quarter. More worryingly, research firm MoffettNathanson reports that 62% of Apple TV+ subscribers in Q4 said they were on a free trial, 29% of whom said they do not plan to subscribe after the free trial, and only 30% said they plan to renew at the regular price ($4.99 a month).