Commentary

Six Months In, Where Is Apple TV+?

by Wayne Friedman , Staff Writer, May 26, 2020

With legacy TV and movie companies -- Walt Disney, NBCU and WarnerMedia, grabbing big headlines when it comes to premium streaming services -- where is Apple TV+?

You might say: "The jury is still out.” You might ask: “Define success in this market.”

Now six months since its launch -- two weeks before the Disney+ start -- you probably only heard of one noteworthy Apple TV+ series, "The Morning Show," with high-profile talent Jennifer Aniston and Reese Witherspoon.

While the series has gotten decent reviews and awards, is that enough to make it -- and the Apple TV+ service -- that next “hot” thing? Now ask the same question of Disney+: Is the hit “The Mandalorian” enough?

Consider that Disney+ now says it has 50 million subscribers worldwide. Also consider that, per estimates, Apple TV+ has around 33.6 million global subscribers, according to Ampere Analysis. (Apple hasn’t disclosed any data.) Does that mean success?

At the same time, factor in that both Disney and Apple have had a head start, due to their respective free, year-long promotions. For Disney, this came from a promotional deal for Verizon customers, which could account for at least 10 or million subscribers in the U.S.

Likewise, Apple gave away a free yearly subscription service for Apple TV+ globally, for those who bought any Apple device recently -- iPhones, iPads and other equipment.

Perhaps it is obvious even with an estimated $6 billion in TV-movie production content spending by Apple -- competitive with other premium streaming services -- all this is new ground for the company. But again, it's Apple, a company with deep financial pockets -- much more than many legacy, media, entertainment and communications companies.

Also consider Apple TV+'s importance for the whole company. It a small piece currently, but it may grow.

For Walt Disney, Disney+ seems to be a bigger, key piece of its future when it comes to movies and TV entertainment distribution. This has been apparent in recent earnings releases and analysts recommendations. And now with COVID-19 concerns -- with little in the way of revenues coming from movie releases, less usage at ESPN, and theme-park closures -- perhaps a bigger focus.

Entertainment is still new ground for Apple. TV and movies are a hit-driven, publicity-driven business -- something that is not completely in Apple’s DNA.

But don’t write Apple off. Like Disney, WarnerMedia and NBCU, it knows consumer marketing well. The question is whether that pristine messaging patina can evolve into the tricky area of entertainment.

Come November, when both year-long free promotions for Disney+ and Apple TV+ expire, the early morning glow of these services will transition to a stark afternoon profile -- full of shadows.

apple, streaming, tv

2 comments about "Six Months In, Where Is Apple TV+?".

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Ed Papazian from Media Dynamics Inc, May 26, 2020 at 10:15 a.m.
Wayne, as I'm sure you know, the only thing that really matters is how many people are paid subscribers---and paying the full rate ----not freebies, which are simply a promotional device to promote future subs.The magazine folks learned this the hard way when they began selling sharply discounted "subscriptions" to millions of only partly interested "readers" in a misguided attempt to compete with TV's "big numbers". Now, when it's probably way too late, smarter publishers have largely abandoned this self-defeating ploy and are trying to make headway in online venues. As for Apple TV, Quibi, Disney+, etc. the proof of the pudding will come when their freebie "subs" are asked to pay up. Then the real shakeout will start.
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Mark Laurence from Greater Media, May 28, 2020 at 2:19 p.m.

I think "Defending Jacob" has been a big success for Apple TV+. But I bought an iMac last year and I'm watching for free. I'm far from ready to commit $50/year. And like Ed says, Rolling Stone is asking for $50 for 12 issues when they used to get $10 for 26. The Atlantic wants $60 when they used to get $12. My newspaper wants $1000 when they used to get $500. These price increases have all happened in the last year or two. It's crunch time.