Streaming platforms like Netflix and Disney+ are scrambling to keep subscribers with new layouts and bundles. But when it comes to content, Apple TV+ has struck gold with a TV show that's got viewers hooked from the first episode.
Workplace drama Severance returned in January with a second instalment - and it’s proving to be a record-breaking hit for Apple's streaming service.
According to Bloomberg, Apple spent a staggering $200 million (£159.9m) on Severance’s second season - which calculates to roughly $20 million (£15m) per episode. And it's paid off.
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The series has officially become Apple TV+’s most-watched show in history, surpassing all three seasons of the massively popular Ted Lasso.
For those unfamiliar, Severance follows Mark, a grieving widower played by Adam Scott (known for Big Little Lies and Parks and Recreation).
Mark takes a job at Lumon Industries, a mysterious company that performs consensual surgical operations on its employees to divide their memories in-work ('innie') and out-work ('outie') selves.
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Mark’s innie and his colleagues Helly (Britt Lower), Dylan (Zach Cherry) and Irving (John Turturro) begin to question the true nature of their jobs, leading to a thrilling, mind-bending mystery that unfolds throughout the series.
In the US, Severance has racked up 589 million minutes of watch time over all episodes, with nearly 28% of that coming from just the first episode of Season Two, according to Deadline.
The second season received overwhelmingly positive reviews since its release, earning a 97% rating on Rotten Tomatoes.
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Christopher Walken, who plays retired employee Burt, previously revealed his theory behind the show's success.
"I don’t know. It’s mysterious, it’s entertaining," he said. "You’re always interested in what happens next. It’s got the ingredients of what people like to watch."
Director Ben Stiller has already teased plans for a third season.
"You have a responsibility to the audience that you’re going somewhere with it," he explained. "That’s always been a part of it for us, really understanding where it’s heading to, and Apple’s been really supportive of that and been sensitive to what the story is and not saying, 'Okay, this is something that has to keep going as long as it’s successful.'"
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Stiller added: "It should go as long as the story goes, and that’s something we have an idea of, and we’re working towards as we’re starting up our season three work."
Episodes of Severance are released weekly on Apple TV+, with the next one dropping on Friday 28 February.