Apple TV+ continues its curious journey of probably, on balance, having better quality content than the competition, yet at the same time barely being talked about. At least, not in the way that Netflix, Prime and Disney+ seem to dominate the pop culture conversations when it comes to streaming. Yet there it is, just pumping out stuff people want to see.

Case in point, the Mark Wahlberg-led comedy actioner The Family Plan has reportedly become the most viewed movie in the history of the Apple TV+ service after just one week.

According to a report in Deadline , it only released on December 15th and it tops their charts. Wahlberg plays Dan Morgan, an ex-elite government assassin who is now living the quiet suburban life of a devoted husband, father of three and successful car salesman. When enemies from his past track him down, Dan packs his unsuspecting wife (Michelle Monaghan), angsty teen daughter, gamer teen son, and ten-month-old baby into their minivan for an impromptu cross-country road trip to Las Vegas.

This doesn’t go according to plan, with hilarious, and shoot, results.

Apple TV+ has just quietly gone about its business building subscriber numbers and eyeballs on content, with 2023 showing a 42% year-over-year increase, and double the total hours consumed. Monarch: Legacy Of Monsters and Slow Horses are must-view TV for me at the moment, both on the service.

Indeed, Monarch: Legacy of Monsters premiered as the No. 1 first-season drama on Apple TV last month. Lessons in Chemistry, starring Brie Larson, was the top limited series, and the documentary Messi in America is their biggest sports series. There is also a building body of documentaries that are worth checking out, from the inside story of the attempt to hijack soccer via the Super League, to a no-holds-barred look at Zuckerberg, Bezos, and co. in The Billionaires Who Made Our World.

The third season of the Jennifer Aniston–Reese Witherspoon-led The Morning Show saw audience increases by 20% over its second season, with the aforementioned Gary Oldman-led Slow Horses as the largest returning drama in the UK, with the current run-up 65% there over season 2.

Basically, Apple TV+ is slowly, quietly becoming the streamer of choice for adults.

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