In this newsletter, we’re using Silo as a lens to evaluate AppleTV+ strategy in leveraging science fiction series on its platform to drive viewer engagement.
Silo, which features an all-star cast including Rebecca Ferguson (Dune), Tim Robbins (Mystic River) and Common (Selma), follows the remaining survivors of a post-apocalyptic society living underground in giant silos. The survivors operate under the constant tension of not knowing their own history paired with the siren call to explore the surface — an act which is forbidden under their current system of government.
Science fiction drama series have been a cornerstone of AppleTV+ strategy to attract and hold on to audiences. AppleTV+ introduced four new and returning science fiction series in 2024 (out of 25 scripted series), which surpassed all other streamers in regards to the genre except Netflix.
When Season 1 of Silo premiered in May 2023 it became an instant hit for the streamer and remains the science fiction series with the most minutes watched on the platform to date.
Season 2 of Silo premiered on AppleTV+ on November 15, 2024, and so far is exceeding Season 1 in views across the first four episodes. It looks poised to become the most-watched sci-fi series to date on the streamer. The benefit to measuring views, rather than total minutes, is the ability to measure by actual episodic runtimes. Total minutes metrics can give an advantage to longer runtimes.
Season 2’s first episode premiered to 18% fewer minutes watched than the first episode of Season 1 (121 million minutes vs. 99 million minutes). However, when the shorter runtime of the first episode of Season 2 is accounted for, it increased 8% on views from the prior season’s first episode (2,202,855 views vs. 2,043,368 views). The trend line continues as illustrated in the chart below. In short, AppleTV+ has increased the size of its audience tuning into Silo season over season — a remarkable feat in a highly competitive time of year.
Another positive indicator for AppleTV+ is that Luminate has been seeing significant engagement around Season 1 of the series since the release of Season 2 in mid-November. If a sizable percentage of those viewers then continue with Season 2, the series will only increase its sizable viewership on the platform.
But how did we get here?
Silo Season 1 was a tide that raised all boats. The first 12 weeks of Foundation Season 2, which premiered on the heels of Silo Season 1 last year, had a 311% increase in total minutes watched from its first season.
Beginning in May 2023, AppleTV+ astutely timed its sci-fi series release cadence so that viewers could move almost seamlessly from one sci-fi series to another. While that strategy was somewhat interrupted in 2024 (most likely due to the dual strikes), Silo Season 2 has only grown from Season 1.
Here’s a ranked list of AppleTV+ sci-fi series based on minutes watched during the first 12 weeks of release from 2022 to present.
AppleTV+ has proven that by focusing on a relatively small but high quality library of highly produced titles it can retain and grow its subscriber base. Its investment in sci-fi continues to pay major dividends for the streamer.
