Palmer: Justin Timberlake film helped give AppleTV+ its most-watched weekend

Last Updated on August 5, 2021

Apple TV+ isn't usually the streaming service that brags about its numbers but that all changed over the weekend when the Justin Timberlake drama, Palmer, hit their streaming service over the weekend. Like most streaming services, Apple isn't revealing the exact hard numbers but they're saying that the film gave them their most-watched weekend ever along with the news of their $25 million acquisition of the much-buzzed-about Sundance film, CODA. 

This is welcomed news for the streamer as it has struggled a bit to debut a true breakout hit. The Morning Show, starring Jennifer Aniston, Reese Witherspoon, and Steve Carell, did garner some awards attention for the platform but this is the first time they have really touted a truly significant debut on the service. Palmer was Apple TV+'s third-biggest launch and second-biggest film, according to the streamer. All things considered, Apple TV+ saw a spike of 33% over the weekend.

In Palmer, an ex-convict (Justin Timberlake) strikes up a friendship with a boy from a troubled home. The film received solid reviews, scoring a 75% on Rotten Tomatoes and its audience score on the site is even more impressive at 91%. Justin Timberlake in particular has received raves for his performance and it seems to be a film that has resonated with those who have watched it. The movie, directed by Fisher Stevens, also stars Ryder Allen, Alisha Wainwright, Juno Temple, and June Squibb.

Apple TV+ is also pointing to the sophomore seasons of Servant and Dickinson as a factor in their boost over the weekend. Both series have gained more traction since their debuts a year ago as the service tries to establish an original series that becomes their signature. The streamer has more films on deck that could also give the service a boost in the future. Cherry, directed by Joe & Anthony Russo, hits the service on March 12, 2021, and it features a performance by Tom Holland that is garnering some late in the game awards buzz. There is also the Billie Eilish documentary from director R.J. Cutler about her rise as a global superstar that could attract younger viewers when it debuts on February 26, 2021. 

Apple TV+ seems to be putting a lot of of its focus on films and even films with big stars at that. Antoine Fuqua and Will Smith have their runaway-slave film Emancipation coming down the line and other future titles that have strong buzz are the Martin Scorsese-directed Killers of the Flower Moon with Leonardo DiCaprio and Robert De Niro; and Kitbag, a Ridley Scott-directed drama starring Joaquin Phoenix as Napoleon Bonaparte. Then there is CODA, the Sundance Film Festival sensation that sparked the first big bidding war of the festival and took home the Grand Jury Prize just last night. The coming-of-age drama about a girl who is the only hearing person in her deaf family, had many people vying for it and Apple TV+ ultimately won that battle. This is like where the streaming service will shine in the future as it could become a solid space for prestige films.

Did YOU catch Palmer over the weekend? Have YOU given Apple TV+ a shot?