Apple TV+, launched in 2019, has invested over $20 billion to create a robust library of original content featuring renowned actors and directors. However, despite this significant investment, Apple TV+ captured 0.3% of U.S. screen viewing time in June 2024, according to Nielsen data. So, clearly, while the platform offers high-quality content, it’s struggled to attract a significant audience share in the competitive streaming market.
Scharon Harding for Ars Technica:
In July, Bloomberg aptly underscored how minimally competitive Apple TV+ is, writing: “Apple TV+ generates less viewing in one month than Netflix does in one day.”
Apple doesn’t provide subscriber numbers for Apple TV+, but it’s estimated to have 25 million subscribers. That would make it one of the smallest mainstream streaming services. For comparison, Netflix has about 283 million, and Prime Video has over 200 million. Smaller services like Peacock (about 28 million) and Paramount+ (about 72 million) best Apple TV+’s subscriber count, too…
[W]ith Apple TV+’s content slate being buoyed by big Hollywood names, from Reese Witherspoon and Idris Elba to Leonardo DiCaprio and Martin Scorsese, there’s an argument that Apple TV+ has made such a small impact on streamers due to Apple’s limited marketing efforts. To put this into perspective, Apple spent $14.9 million on commercials for Apple TV+ in October 2019 versus $28.6 million on the iPhone, per iSpot.TV data.
MacDailyNews Take: Launch that ad-supported tier already, Apple!
“Hearing from a little birdie that Apple is planning to launch an ad-supported version of its Apple TV+ streaming-video platform.” – MacDailyNews, August 4, 2022
Hearing from a little birdie that Apple is planning to launch an ad-supported version of its Apple TV+ streaming-video platform. pic.twitter.com/tfbt7JyMLs
— MacDailyNews (@MacDailyNews) August 4, 2022
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They should have bought a studio that HAS Content. Duh.
Netflix, Prime etc are all less restricted in content. Apple remains the bravest of the class resulting in excellent but boring content. Buying a studio would have been wise just like a broader content with less restrictions.
So excellent content is boring. Maybe you mean “woke content”. Now that is boring.
Why would anyone want to own the baggage that comes with owning a studio? Does Apple want to be in the cable business? Legacy Media business? Theme Parks business? Studios are a very bad investment right now, and the way they run their businesses is so unlike how Apple operates. Have been somewhat confused by Apple TV+ from the get go. The one thing you can say is that they started a production company and distribution platform from scratch and they have produced many excellent programs. In the world of creating content if you bat 250 you’re doing very well. I think they have done better than that. One thing I would do immediately is get out of the movie business. The more hit television series’ you can make the better off you are!.
Everything Apple does is very woke and seems geared towards black audiences. Plus, AI will completely change the film industry with small studios popping up everywhere. Maybe Apple should have focused more on quality games.
Another sign Apple has lost its laser focus. Should have gone the way of Project Titan.
I’ve tried AppleTV a couple times. There is little I find interesting or entertaining to watch. Certainly nothing for me to spend $10/mo on. Not sure I would watch it for free.
You need a deep library to keep people paying a monthly fee with a mix of old and new.
I agree, Apple needed to figure out a way to buy (or lease) a library of old movies and/or TV shows or at least have them available at discounted rental fees.
Also tone down the use of gratuitous profanity. A show like Ted Lasso should be a feel-good, very family-friendly show, instead we get the f-word used non-stop as every part of speech: noun, verb, adverb, adjective, object, subject, indirect object, indefinite and definite article, etc.
For yrs Mac fans knew/accepted and rationalized the (small) market share, per h-ware. “The goal is quality–not numbers.” Some say here the content is good and for the quality level they’re doing well. Why isn’t the market share argument (rationalization) posited with ATV?
Maybe the iPh market share changes (trains) expectations?
It’s the content, stupid. I have been in and out of Apple TV+ over the years, and the same result: a bunch of woke and boring content. They pair big names with a bunch of generic actors and boring storylines. Very little content is worth watching. It’s actually terrible.
I even tried to watch that new series with Harrison Ford and it sucks.
The other thing that irks me is Apple’s extended product placement: Apple, I don’t beed to watch someone open iMessage and then fully type and send a message. These long-winded Apple product and software UI shots are beyond annoying.
They never advertise untraditional network channels for their network ever… They need to advertise during sports.
Speaking of sports, they should’ve taken the NFL package, but whatever kind of cost and they wouldn’t of had to advertise it all… Or they should’ve picked up the NBA… Just totally dumb. But they’re Silicon Valley people that don’t get sports at all.