Ampere Analysis vs IDC

Apple TV Bucks Unscripted Wave with Premium Scripted Focus

New research from Ampere Analysis reveals that Apple TV is the only major global streaming service to increase its proportion of scripted content in its US catalogue between Q2 2022 and Q2 2026. With unscripted content making up only 18% of its catalogue, Apple TV contrasts sharply with competitors like HBO Max, where unscripted hours approach 75%. Ampere's viewership data shows Apple's strategy works: Ted Lasso Season 4 drew 3.3 million unique US viewers in early September 2026, with other premium titles like Mayday and Silo also performing strongly. Looper Insights data indicates Apple's interface design, featuring portrait-oriented posters, directs 96.6% of Media Placement Value to Apple TV+ originals, reinforcing its premium positioning. Apple's approach is a deliberate trade, focusing on high-intent, culturally significant content rather than volume-driven engagement.

• Apple TV is the only major global streaming service to increase its proportion of scripted content in its US catalogue between Q2 2022 and Q2 2026.
• Apple TV has the lowest proportion of unscripted content among major US streamers, at 18% of its total catalogue.
• Ted Lasso Season 4 attracted 3.3 million unique US viewers in the first two weeks of September 2026.

Netflix's GTA VI Trailer Exclusivity Drove 100K Sign-Ups

New data from Ampere Analysis reveals that Netflix's six-hour exclusive window for the Grand Theft Auto VI trailer resulted in over 100,000 US sign-ups on launch day, the third-highest peak of 2026. The trailer also reactivated over 5% of lapsed users, outperforming all series and movies during that period. The analysis indicates that Netflix's strategic positioning as a cultural stage, rather than a content library, is its true competitive moat. For Rockstar Games, the deal provided access to non-gamer demographics, with 16% of Netflix subscribers not playing video games. This partnership highlights a shift in the streaming wars towards exclusive, high-impact cultural moments.

• GTA VI trailer drove over 100,000 US Netflix sign-ups on launch day (August 27, 2026).
• The trailer generated the third-highest peak in US Netflix sign-ups for 2026.
• Over 5% of lapsed US Netflix users returned to watch the trailer, outperforming all series and movies.

The Enterprise AI Deal Has Changed. Here’s What Vendors Need to Prove.

AI spending is arriving before the business case. In IDC’s 2026 Worldwide AI Economics and Cost of Ownership Survey, 69% of organizations said there is...

Global Smartphone Shipments Plunge 22 Percent Amid AI Memory Crisis

Global smartphone shipments fell 22% year-over-year in Q3 2026 to 255.3 million units, the steepest decline on record, according to IDC. The research firm attributes this to an 'AI-led memory crisis' as memory chip prices surged about 350% due to AI data center demand, making components costlier and scarcer. Costs are now being passed to consumers, leading to longer replacement cycles. Samsung and Apple showed relative resilience with modest declines and market share gains, while Chinese vendors like Xiaomi, OPPO, and vivo suffered drops of 29-35%. IDC has cut its full-year forecast to a 16.7% decline and expects no recovery until 2028. Counterpoint Research reports a similar 20% decline, indicating the broad industry impact.

• Global smartphone shipments fell 22% year-over-year in Q3 2026 to 255.3 million units.
• IDC attributes the decline to an 'AI-led memory crisis' with memory chip prices up ~350% year-over-year.
• Samsung (57.8M units) and Apple (57.3M units) gained market share despite declines of 5.8% and 4.0% respectively.

2026年 IDC Future Enterprise Awards – Best in Artificial and Generative Intelligence の国内受賞者を発表

IDCが2026年Future Enterprise Awards国内受賞者を発表。伊藤忠商事が系統用蓄電池事業の統合型AI制御で高い予測精度と収益性を実現し受賞。