Apple TV+’s ‘Severance’ Signals a Shift in Streaming Strategy
For years, Apple TV+ has found success with feel-good, accessible shows like Ted Lasso. However, a recent climb in the platform’s internal rankings suggests a strategic shift. As of February 12, 2026, Severance, a series built on ambiguity and corporate paranoia, has reached #4 on Apple TV+’s Top 10 chart in the United States, traditionally a space dominated by more mainstream hits.
The Rise of ‘Leisurely Burn’ Content
Severance, created by Dan Erickson and executive-produced by Ben Stiller, isn’t designed for passive viewing. The premise – employees undergoing a procedure to separate work and personal memories – fosters a dedicated, engaged audience. This contrasts with the broader appeal of shows like Ted Lasso. This shift indicates Apple TV+ is recognizing and rewarding shows that cultivate a loyal fanbase, even if they don’t immediately achieve massive viewership numbers.
Why This Matters for the Future of Streaming
The success of Severance highlights a growing trend in streaming: the value of “slow burn” content. Viewers are increasingly seeking out shows that demand attention and reward repeat viewings. This represents a departure from the “binge-and-move-on” model that characterized early streaming. Platforms are realizing that cultivating a smaller, highly engaged audience can be more valuable in the long run than chasing fleeting viral moments.
Apple’s Investment in Intellectual Property
Behind the scenes, Apple has demonstrated its commitment to Severance by acquiring the full intellectual property rights to the series, bringing it entirely in-house under Apple Studios. This move not only secures Season 3 but likewise opens the door for potential future seasons and expansions of the storyline. This is a significant investment, signaling Apple’s belief in the long-term potential of the indicate and its franchise value.
The Trend of Platform Ownership
Apple’s acquisition of the Severance IP is part of a larger trend in the streaming landscape. Platforms are increasingly focused on owning the content they distribute, rather than simply licensing it from third parties. This allows them to control the creative direction of their shows, maximize their return on investment and build exclusive franchises that attract and retain subscribers. This strategy is similar to Disney’s approach with Marvel and Star Wars.
What In other words for Other Streaming Services
Apple TV+’s embrace of Severance could influence other streaming services to take more risks on unconventional content. For too long, the industry has been driven by algorithms and data that prioritize broad appeal. The success of Severance demonstrates that there is a significant audience for thought-provoking, challenging television. This could lead to a more diverse and innovative streaming landscape.
The Future of Apple TV+ Originals
Apple TV+ currently offers a range of original content, including Hijack, Pluribus, The Morning Show, and Ted Lasso. The platform also bundles Apple TV+ with Peacock, offering access to NBCUniversal’s sports coverage, including the Winter Olympics. With the acquisition of Severance’s IP, Apple is signaling a willingness to invest in more ambitious and creatively driven projects. This could lead to a more distinctive and critically acclaimed slate of originals.
FAQ
- What is Severance about? Severance follows employees who undergo a procedure that separates their work memories from their personal lives.
- Where can I watch Severance? Severance Seasons 1 and 2 are available on Apple TV+.
- Is Severance coming back for a third season? Yes, Severance has been renewed for Season 3, with Season 4 currently in discussion.
- How much does Apple TV+ cost? Apple TV+ costs $12.99 per month after a 7-day free trial.
Pro Tip: Explore Apple One for bundled services, potentially saving money if you already use other Apple services like Apple Music.
Did you know? Apple TV+ offers a free week trial, allowing you to experience its content before committing to a subscription.
Stay tuned to Collider for more updates on Severance and the evolving world of streaming.
