Brazil has emerged as Apple TV’s second-largest market and its fastest-growing one. Apple’s Senior Vice President of Services, Eddy Cue, revealed the milestone during an interview with the Brazilian publication Folha de São Paulo.
The announcement underscores Brazil’s growing influence in Apple’s global streaming strategy. Although Apple previewed major 2026 content earlier this month, it had not discussed its international plans in detail until now.
No Local Productions—For Now
Despite strong growth, Apple has no immediate plans to produce original content in Brazil. Cue acknowledged the country’s creative potential but stopped short of announcing new local projects.
He explained that launching high-quality shows takes time. While Apple already develops content in the United States, Mexico, and Colombia, Brazilian productions remain under consideration.
Meanwhile, Brazil is debating regulations that could require streaming platforms to include a set percentage of locally produced content. Apple is closely monitoring the proposed rules. Therefore, its strategy could shift if the legislation moves forward.
The Big Screen Still Matters
Cue also addressed the state of the movie industry. He admitted that theaters face challenges because audiences have more entertainment options. However, he stressed that cinema offers a unique shared experience.
According to Cue, watching films in theaters remains special, whether on a date or with family. He believes that communal viewing could become even more valuable over time.
Partnerships Remain Strong
Apple continues to maintain relationships with traditional distributors and streaming rivals. Cue expressed confidence that Apple will keep working with Netflix and Warner Brothers.
In fact, Apple recently announced that Netflix’s Formula 1 series Drive to Survive will stream on Apple TV. This cooperation reflects Apple’s flexible approach to growth.
As Brazil’s appetite for streaming expands, Apple appears ready to deepen its presence. For now, the company focuses on scaling its audience while keeping future content options open.
