Apple has launched Apple Music TV, a 24-hour streaming video channel that’s free, reminiscent of 1980s-era MTV — minus the ads—and at least for now, available only in the United States.
The channel offers a live stream of popular music videos and curated music video blocks, exclusive video premieres, live shows, fan events, chart countdowns and guest appearances.
Instead of having its own dedicated app, it can be watched through the browse tabs of the Apple TV app or the Apple Music app, though it does not require a subscription to Apple Music or Apple TV+.
The Apple TV and Apple Music apps are accessible through apple.co/AppleMusicTV.
Apple Music TV is not integrated with the Music app, and offers no interactivity.
The channel kicked off on Monday, October 19 with a countdown of the top 100 all-time most-streamed songs in the U.S. on Apple Music. On October 22, it will offer an all-day tribute to Bruce Springsteen, to mark the upcoming release of his “Letter to You” album. Each Friday at 12 pm ET, it will feature exclusive video premieres.
Apple Music TV represents another way for Apple to keep consumers tied to the brand through multiple services on Apple devices.
It will also provide a channel to air some of its music-related content and the ability to promote artists who have relationships with the Apple Music service on millions of Apple devices, notes Ars Technica.
If it intends to take on YouTube, its lack of interactive features like group chats and direct interactions with creators may present an obstacle, adds TechCrunch.