Apple TV+ garners 5% of the U.S. streaming video market, according to a company that follows the industry. While that makes Apple TV+ a small player, the service started 2021 with just a 3% share, so the year saw significant growth.

Its two largest rivals, Netflix and Amazon Prime Video, saw drops in their shares of the streaming market in 2021.

Netflix has raised its prices for subscribers in the United States and Canada so that it “can continue to offer a wide variety of quality entertainment options.”

Its premium plan, which offers 4K content, is now $19.99 a month. The company’s most affordable subscription, which allows only one stream at a time, is up to $9.99 a month, making it the most expensive video service.

Netflix’s promised mobile game service launches Wednesday. It’s initially only for Android but the company promises a version for iPhone and iPad is “on the way.”

It will launch with five downloadable games available to everyone with a Netflix subscription. At no extra cost.

Almost every video streaming service except Apple TV+ is selling your data to third-party companies and tracking your viewing habits for targeted ads. A new report from Common Sense Media exposes the loose privacy policies employed by most streaming providers, including Amazon and Netflix.

“Many viewers know that free streaming apps are most likely selling their personal information, but most viewers may not know that most paid sub‐ scription streaming apps are also selling users’ data,” warns the report.

Netflix has begun rolling out Spatial Audio support. This lets the streaming service offer a surround sound-like experience but without all the speakers. Currently, it requires AirPods Pro or AirPods Max but that’ll change soon.

And Netflix beat out Apple TV in offering the feature.

Netflix seemingly isn’t content to compete with Apple (spoiler: it’s winning) over streaming video subscription services only. The media giant has now confirmed that it is planning to launch an Apple Arcade rival — and at no extra cost to its subscribers.

In a letter to shareholders, Netflix noted that it is still “in the early stages of the initiative,” but that it views it as a major piece of the puzzle in terms of dominating the entertainment landscape.

A year and a half in, Apple TV+ remains something of a black box. Ever since the streaming video service’s launch in November 2019, Cupertino has refused to reveal hard data about just how well Apple TV+ is doing.

In some respects, the future looks promising. Apple TV+ continues to add high-profile projects to its production queue. Apple TV+ shows and movies continue to rack up awards. And upcoming originals like an epic sci-fi adaptation of Isaac Asimov’s Foundation and the second season of surprise hit Ted Lasso are generating buzz.

Plus, with the original one-year free trials ending — and new free Apple TV+ trials slashed to just three months — the $4.99-a-month streaming service seems increasingly confident about its value proposition for viewers.

Still, the Apple TV+ library continues to be dwarfed by rivals like Netflix and Disney+.

So what does the future hold? And what does “success” look like for Apple TV+ anyway? Cult of Mac asked the Entertainment Strategy Guy, a pseudonymous entertainment executive who writes about the business, how Apple TV+ is faring and what to expect next. His responses have been lightly edited for clarity.

Netflix is exploring an expansion into online gaming with a brand-new service much like Apple Arcade, according to new reports.

The service could see subscribers paying a monthly fee for unlimited access to a catalog of titles. However, sources familiar with the situation say that plans are “very much in flux” as things stand.