The psychological workplace thriller series Severance proved to be a major success story for Apple TV+, generating over $200 million in revenue from its first season alone, new analytics data shows. And it’s not the only Apple TV+ show bringing in big bucks for the iPhone giant, according to a new report. So how much money do Apple TV+ shows make? See below.
How much money do Apple TV+ shows make? Parrot Analytics comes up with numbers.
With critically acclaimed Severance back as of Friday for its second season on Apple TV+, new data from Parrot Analytics purports to show how much it and other top shows make for Apple, according to a report in Deadline.
According to Parrot’s Content Valuation formula correlating audience demand with subscribers, and hence, revenue, Severance emerged as one of Apple TV+’s most valuable properties. The show’s performance puts it in league with other Apple TV+ hits, outperforming Slow Horses ($184.8M) and approaching The Morning Show ($299.4M). However, the latter’s earnings were calculated over a much longer period. And it’s not clear how Parrot assigned revenue to a particular show based on subscriptions overall. But in any case, big bucks can help fill gaps when huge hits like Ted Lasso end.
Severance flexes viewership muscles globally
Photo: Apple TV+
Severance, which stars Adam Scott, Patricia Arquette and John Turturro, has shown particular strength in driving subscriptions in Europe, the Middle East, Africa and Latin America. Perhaps most impressively, nearly half of the show’s revenue generation occurred in the 12 months following its first season finale. That demonstrates exceptional staying power and re-watchability among viewers, Parrot said.
“The critically acclaimed first season of Severance not only aligns with Apple’s premium brand, but provided a long tail of value for the streamer,” said Brandon Katz, Parrot’s senior entertainment industry strategist. “[It] underscores the show’s unique ability to elicit catch-up viewing and rewatches from hungry fans.”
This sustained engagement has influenced Apple’s strategy for the second season, with the company opting for a weekly release schedule rather than dropping all episodes at once. The decision allows viewers to fully process each new development in the complex narrative. It follows employees at the mysterious Lumon Industries who undergo the Severance brain surgery to separate their work memories from their personal lives. The second season picks up after the shocking first season finale, which revealed that Mark’s supposedly deceased wife might be alive and working as his colleague, Mrs. Casey, at Lumon Industries. The new season continues to explore the mysterious corporation’s secrets.
Severance season 2 shows promise
The show’s momentum suggests it could help fill the void left by hit soccer comedy Ted Lasso, which generated $609.4 million between Q3 2020 and Q3 2024 (and production starts soon on a fourth season that was not originally intended to happen, but finally did, almost like an answer to the prayers of the show’s many fans).
Pre-release metrics for Severance season two show promise, the report noted, with demand tracking similarly to major streaming hits like The Mandalorian and The Lord of the Rings: The Rings of Power.
For Apple TV+ subscribers, the series represents another strong addition to the streaming service’s growing library of premium content that prioritizeds quality over quantity. Apple declined to comment on the specific revenue figures, unsurprisingly.
David Snow, an expert on Apple hardware and software, writes on a variety of technological and cultural topics for Cult of Mac. They include Apple news, technology buying guides, and features about computer setups and Apple TV shows and movies.
With 30 years of experience covering technology and other subjects, he has written and edited for numerous print and online publications, including CMP Media, TechTV.com, CNET, Wired News, Red Herring magazine, Law.com, The National Law Journal and Law Technology News magazine. Among other roles, he served as executive editor of the Law.com network of websites and editorial director, technology, for ALM Media.
Snow graduated with a B.A. from Syracuse University with majors in magazine journalism and psychology. While there, he worked as a reporter for The Daily Orange newspaper and associate editor of Equal Time magazine.
Founder of the blog At the Waterline, he can be reached on X (formerly Twitter) via @atthewaterline and on Mastodon via @dsnow.
