Brazil is Apple TV's second largest market & is growing fast, says Eddy Cue
Apple TV is doing great in Brazil, but services chief Eddy Cue says Apple doesn't have any plans for new content developed in the country.Apple's SVP of services, Eddy Cue, says Brazil is Apple TV's fastest-growing market.During a special press event on February 4, Apple previewed content coming to its streaming service in 2026, with several new films and series set to debut on Apple TV later in the year. However, we didn't hear much about Apple's international streaming-related endeavors — until now.Apple's Senior Vice President of Services, Eddy Cue, revealed a few key details about the future of Apple TV in an interview with the Brazilian publication Folha de Sao Paulo, spotted by 9to5mac. Continue Reading on AppleInsider | Discuss on our Forums
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Brazil is Apple TV's second largest market & is growing fast, says Eddy Cue
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Marko Zivkovic
Thu Feb 26 2026, 06:00 PM EST
2 minute read
Apple's SVP of services, Eddy Cue, says Brazil is Apple TV's fastest-growing market.
Apple TV is doing great in Brazil, but services chief Eddy Cue says Apple doesn't have any plans for new content developed in the country.
During a special press event on February 4, Apple previewed content coming to its streaming service in 2026, with several new films and series set to debut on Apple TV later in the year. However, we didn't hear much about Apple's international streaming-related endeavors — until now.
Apple's Senior Vice President of Services, Eddy Cue, revealed a few key details about the future of Apple TV in an interview with the Brazilian publication Folha de Sao Paulo, spotted by 9to5mac.
In the context of upcoming streaming regulations, which would mandate that a certain portion of content be made in Brazil, Cue highlighted the significance of the Brazilian market but offered no commitments.
According to Cue, Brazil is Apple TV's second-largest market, and the fastest-growing one at that. Even so, while Apple TV already features content made in the United States, Mexico, and Colombia, Cue says it takes a while to actually get a new film or show off the ground.
"It doesn't work as quickly as I'd like, especially if you want to be really good, but we'll get there," says Cue, via machine translation. "I know Brazilians want quality, I appreciate that, and I also know that, in Brazil, there are many opportunities to create great content," he continued.
However, when it comes to actually making Apple TV content in Brazil, Cue explained that Apple has "nothing to announce now." The iPhone maker is reportedly closely monitoring the proposed legislation on national quotas for streaming services, though, so its approach might change in the future.
Apple TV will continue to work with traditional distributors, says Cue
During the interview, Cue also took the opportunity to reaffirm Apple's commitment to existing partnerships with traditional distributors and movie theaters.
Commenting on faltering box office numbers in the United States and elsewhere, Cue acknowledged that there's a "crisis in the market because people have so much to do these days."
Still, while he described the bar for leaving the house and going to the movies as being high, he claims that the experience is "truly unique" in its own right.
"There's no substitute for the experience, for watching a movie together, for going on a date at the movies, enjoying an evening with friends or your children watching a film," explained Cue. He also thinks that the experience "will become even more valuable over time."
Regarding Netflix's planned acquisition of Warner Brothers and a potential merger of the two, Cue believes Apple will continue its cooperation with Netflix.
We have a great relationship with the Netflix team. I've known them for a long time, and that's also true about our relationship with Warner," said Cue. "They are talking publicly about releasing films in theaters, and I know Ted [Sarandos] very well. Well enough to think we will continue working together in the future."
On February 26, Apple announced that Netflix's F1 'Drive to Survive' will stream on Apple TV, so it makes sense that the two companies will maintain their partnership.
However, it remains to be seen whether Netflix will indeed acquire Warner Brothers, as it originally planned. When the interview with Eddy Cue took place, it was clear Netflix would most likely buy Warner Brothers, but this is now in question with Paramount making a competing offer.
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[Original source](https://appleinsider.com/articles/26/02/26/brazil-is-apple-tvs-second-largest-market-is-growing-fast-says-eddy-cue?utm_source=rss)