June 8, 2021
Apple TV+. Oh, Apple TV+. Hedging the name of Apple should have been a market killer, but instead, the service continues to flounder and struggle in the face of its competitors. Still, Apple isn't giving up, and it's pouring massive dollars into its original content strategy. This week, we'll look at what Apple TV+ currently has to offer, and why it's still struggling to attract a wider audience.
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Streamer's Spotlight: Apple TV+, the Netflix Killer That Wasn't
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When it launched in November 2019, Apple TV+ should have been a major contender with Netflix. And indeed, it could have been. If you're unfamiliar with the story, however, the short version is this:
When Apple was working on launching its streaming service, it originally tried to land lots of licensing agreements. However, thanks in large part to the abrasive personality of its chief negotiator for the service, Eddy Cue, potential contracts fell through. That left Apple in the unfortunate position of having to launch a streaming service with literally no licensed content. In fact, when the service launched, it only around a dozen titles available to stream.
Essentially, Apple TV+ was starting from zero. That made it impossible to be a Netflix killer in the short term.
Apple Has Been Slowly, But Surely, Building Content
Apple basically had to give the service away in the first year. In fact, you can still get a free subscription to Apple TV+ if you purchase an Apple device. And the company still offers the service for under $5/month, far less than almost any other streaming service on the market right now.
The company seems dedicated to the direction it's had to take. What started as a painfully small content library has blossomed in the 1.5 years since the company launched the service. There are now 67 titles available through Apple TV+. That's not much compared to pretty much every other service it's competing with, but again, those are almost all titles that Apple has had to develop itself. With the exception of its Charlie Brown purchase, all Apple TV+ content is original and only available on Apple TV+.
Can Apple TV+ Survive?
Apple is nothing if not stubborn. It's shown that to be the case as it's worked to carve out a market share in the operating system market against Microsoft and the smartphone market against pretty much everyone else, but mostly Google with its Android OS.
The company has the chops and the drive to succeed against tough competition and it has the money to do so. The company has over $195 billion in cash on hand. That's certainly more than enough to support building out a large content library for Apple TV+, especially if it's serious about sustaining the service.
Stiill, let's face it: Apple has an uphill battle. But it can do two things right now that would immediately expand its potential subscriber base.
1. Add support for Android devices. This might sound icky for Apple users, but let's face it. Not having support for Android devices is the biggest hindrance to Apple expanding its Apple TV+ service.
2. Buy availalbe content. This is a popular trend. Just see Amazon and MGM. But most of the good production companies have been bought up already, so Apple may be left picking through scraps.
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This Week's Streaming Guide
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1. Explore Secret Island of the Pacific on Discover+
The Pacific is large, and so are the number of tiny, amazing islands spotting its waters. Stream Secret Islands of the Pacific today (June 8) on Discovery+. - Watch on Discovery+
2. 'Loki' Comes to Disney+
The new Loki TV show joins the Marvel universe this week on Disney+. Streaming starts this Wednesday (June 9). - Watch on Disney+
3. Insomnia Threatens to Kill All Humans on Netflix
A catastrophe disables technology and leaves humanity unable to sleep. Can scientists solve the problem before the insomina kills everyone? Stream on Netflix this Thursday (June 9). - Watch on Netflix
4. 'In the Heights' hits HBO Max with a 99% Rotten Tomatoes Score
The anticipated musical is availble this Friday (June 11) on HBO Max. - Watch on HBO Max
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News and Industry Developments
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1. Future of Advertising in a World of Cord-Cutting
The cord-cutting market is complicating, and changing, how ads work. - Spectrum News 1
2. Netflix Is Looking into Video Games
What was rumor last week is starting to spread to potentially true: Netflix wants to be a gaming giant, too. - MArketWatch
3. ViacomCBS Could Be Next on the Purchase List
If it gets bought, what happens to Star Trek? - Heavy
4. YouTube Adding its Live TV Service to its YouTube App on select Vizio Smart TVs
This could be a trial run for a wider convergence. - SlashGear
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