Apple TV's Second-Largest Market Is Brazil, Says Eddy Cue

Apple's SVP of services Eddy Cue has revealed that Brazil is Apple TV's second-largest market by subscriber count and its fastest-growing, in an interview with Brazilian newspaper Folha de S. Paulo (via 9to5Mac).

Speaking on the sidelines of Apple's recent media event in Santa Monica where the company previewed its 2026 content slate, Cue acknowledged that Apple has yet to produce any original content in Brazil. Competitors like Netflix, Amazon, and Disney, meanwhile, have turned the country into a major production hub, leaving Apple in catch-up mode.

"It doesn't move as quickly as I'd like, especially if you want to be truly good, but we'll get there," Cue said. "I know Brazilians want quality – I appreciate that – and I also know there's a lot of opportunity in Brazil to create strong content."

Cue also reaffirmed Apple's commitment to theatrical releases through distribution partnerships, pointing to the success of "F1: The Movie," which was released in theaters by Warner Bros. and went on to earn an Oscar nomination. Cue conceded that "the bar for leaving home and going to the movie theater" is getting increasingly higher, but he believes the experience remains irreplaceable.

"There's no substitute for that experience – for watching a film collectively, going on a date at the movies, enjoying a night out with friends or children watching a film," Cue said. "It's something truly unique, and I believe it will become even more valuable over time."

At the time of the interview, Netflix was still in the running to acquire Warner Bros. Asked whether a potential deal could complicate Apple's theatrical distribution arrangements, Cue was unconcerned. "We have a great relationship with the Netflix team – I've known them for a long time – and the same is true of our relationship with Warner," he said. "I know Ted [Sarandos – Netflix CEO] very well. Well enough to believe we'll continue working together in the future."

Netflix has since dropped out of the bidding, with Paramount now widely expected to win ownership of Warner Bros. following regulatory approval. Meanwhile, Apple has struck a U.S. partnership with Netflix to bring the complete latest season of Formula 1: Drive to Survive to Apple TV.

A March 2025 report by The Information revealed that Apple TV subscriptions grew to around 45 million in 2024, but it was still losing more than $1 billion annually. The company has spent more than $5 billion a year on content since the service launched in 2019, but this was reduced by $500 million in 2024 in response to a push for cutbacks from Apple CEO Tim Cook and other executives.