Apple TV says the week of 14 September was the most watched in its seven-year history, with viewership up 67% year on year. The streamer attributed the record to the film *Mayday*, the fourth season of *Ted Lasso* and renewed interest in Emmy-winning series *Widow’s Bay* and *Pluribus*. Apple did not disclose viewing totals, so its claims are based on relative increases rather than full figures.

*Mayday* became Apple TV’s biggest film debut over its first 18 days; third-party data put it first in US weekly rankings in its opening week, with 8.7 million views. After the Emmys, Apple reported week-on-week increases of 280% for *Widow’s Bay* and 200% for *Pluribus*, while *Slow Horses* also returned to the US top 50. *Ted Lasso* was the only Apple TV title in Nielsen’s latest overall top 10, at number seven with 734 million minutes watched; Apple also said its new iCloud+ offer included access to Apple TV for paid subscribers in more than 170 countries.