Apple is investing millions of dollars in its Apple TV + streaming video service, making almost nothing on it (most are still using a free trial), but so far the company has failed to make it popular with users. According to a new JustWatch study, at the end of 2020, Apple TV + accounted for only 3%significantly behind competitors such as Netflix, Disney + and even Peacock, which is nowhere near as big as Apple TV +. Doesn’t anyone want to watch Apple movies and TV shows even for free?
Apple TV + no one is watching?
JustWatch research is based on data collected in the last quarter of 2020 and includes the most popular platforms available in the US. It comes as no surprise that Apple TV + was not the most popular video streaming service in 2020, but it actually came in last in the rankings with the lowest market share. Apple TV + lost even to Peacock, NBCUniversal’s streaming service, which came out last July and took 6% of the market over that period.
Netflix continues to dominate the U.S. streaming platform market with a 31% share, but Amazon Prime Video’s share is growing rapidly, approaching 22%. Hulu comes next with 14% and Disney + with 13%, followed by HBO Max with 9% market share.
Why couldn’t Apple’s platform get enough viewers? It’s no secret that Apple has had a tough year in 2020, as most movie and TV series productions have been disrupted due to the COVID-19 pandemic. Since Apple TV + only has films and shows produced by Apple itself, the service’s catalog is very small compared to its competitors. And because of the pandemic, it has become even smaller.
New shows on Apple TV +
Last week, Apple extended the Apple TV + free trial to subscribers who already had a one-year free trial. These users will be able to watch Apple TV + for free until July 2021, while the promotion was previously thought to end in February.
Perhaps there is a connection between the low popularity of Apple TV + and the increase in the trial period. The company understands that not much new content was released in 2020, and thus decided to stir up interest among the audience. Apple just released its second season this month. Dickinson and “House with a servant” on Apple TV +, and the second season premiere “For all humanity” will take place in February.
It’s hard to even predict when Apple will start making money on Apple TV +. Without a lot of content, users simply won’t pay to sign up for the service. You wouldn’t subscribe to such a service if there were three shows and 20 films – there must be a certain level of content before the whole venture is viable. The media business involves huge costs in hiring talented people and creating new video content from scratch with no guarantees of success.
However, Apple has enough cash – let’s see what happens with the number of users.
How much does Apple TV + cost
Apple TV + is available for RUB 199 per month and is included with the Apple One subscription, which costs RUB 359 per month. But you can get free access to the service by purchasing a new iPhone, iPad, Mac, or Apple TV.
Source: AppleInsider.ru — крупнейший сайт о iPhone, iPad, Mac в России by appleinsider.ru.
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