In 2022, Apple won an Oscar for Best Picture with CODA, which was based on a French-Belgian film about the only hearing member of a deaf family. Despite a budget of around $10 million and critical acclaim, the film did not translate into mainstream viewership for Apple TV+, the company’s streaming service. Since its launch in 2019, Apple TV+ has been perceived as prioritizing prestige content over broad market appeal, resulting in fewer major hits compared to competitors like Netflix and Disney.
Apple TV+ has focused on original programming rather than acquiring existing popular shows. While it has garnered respect for productions like Foundation and Severance, its content library remains smaller than that of its rivals. Recent developments, however, suggest a strategic shift aimed at expanding its audience. Apple recently rebranded Apple TV+ to simply Apple TV and launched a new sound and visual identity for the platform.
To enhance its appeal, Apple is offering bundled subscriptions with Peacock, a move intended to diversify its content offerings. Additionally, Apple secured exclusive streaming rights for Formula 1 racing, emphasizing its interest in live sports as a key area for growth in streaming.
As part of its expanded strategy, Apple increased subscription prices and continues to grapple with questions about the types of programming it will invest in. The company has faced challenges in managing potentially controversial content, notably with former show host Jon Stewart.
Overall, Apple TV appears to be positioned for gradual evolution, balancing the ambition for broader viewership with its commitment to high-quality programming. Future strategies likely will reflect both competitive pressures and the company’s established reputation for premium content.
Source: https://www.theverge.com/column/825282/apple-tv-streaming-grow-audience