Apple TV Had Its Most-Watched Week Ever With 'Ted Lasso', 'Widow's Bay' and More

Apple TV has a new record to its name. After leading the 2026 Emmy Awards as the most winning streaming service with 29 wins, the service has now set its record.

The highest weekly viewership in history occurred during the week of September 14th, with a 67% increase compared to the same period of the previous year, according to data released by Apple. This number considers the performance of productions such as Mayday, the 4th season of Ted Lasso , and especially the increased audience for Widow's Bay and Pluribus after the awards ceremony.

The impact of the awards was directly reflected in the viewership numbers. According to Apple, Widow's Bay saw a 280% increase in viewership the week following the Emmys, with the United States, United Kingdom, Canada, Australia, Brazil, Mexico, Germany, India, Poland, and Spain among the markets that contributed most to the growth. Data from Luminate helps to quantify the jump: the series was outside the Top 50 between September 4th and 10th, but climbed to 13th position the following week, which included the first three days after the ceremony.

Pluribus was also boosted by the Emmy effect. The science fiction drama created by Vince Gilligan saw a 200% increase in viewership in the week following the awards ceremony, according to Apple. The series won six trophies, including Best Actress in a Drama Series for Rhea Seehorn and Best Writing in a Drama Series for Gilligan.

Another highlight was Mayday, a film starring Ryan Reynolds and Kenneth Branagh. Released directly on Apple TV on September 4th, the film became, according to the company, the biggest film premiere on the platform in its first 18 days. In the U.S., it also topped the Luminate weekly ranking between September 4th and 10th, with 8.7 million views, and came in second place the following week.

The fourth season of Ted Lasso also contributed to the result. According to Apple, the new batch of episodes became the most-watched comedy season on the platform in the first 54 days after its release. Meanwhile, Slow Horses, another Emmy-winning production, returned to Luminate's Top 50 in the week of September 11-17, occupying the 43rd position.