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A new study shows that only 38% of Apple TV + users pay for a subscription to the service – about half the percentages of HBO Max and Disney +.
New research figures show Apple TV + doesn’t do so well at acquiring paid subscribers as the majority of platform users are on a free trial period. The service was highly touted by Apple ahead of its November 2019 release, but it failed to catch on culturally in a 2020 that also saw the rise of Disney + and HBO Max. As the streaming war continues to rage, Apple TV + could be in trouble.
The market for streaming services is becoming almost as crowded as the bloated world of cable TV from which it originally emerged. Competition for past catalogs, original content, prestige Oscar bait, awards and more has intensified over the past two years as newcomers battle the avant-garde of the world. industry like Netflix and Hulu. While some have been able to differentiate themselves by targeting specific demographics (families for Disney +) or embracing popular franchises (DC for HBO Max), others have found themselves with few distinguishing features and no insight. hand established in the market.
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It looks like Apple TV + falls into the latter category, as a new study from research firm MoffettNathan (via Variety) claims that only 38% of platform users actually pay for subscriptions. The remaining 62% are free trials, mostly temporary subscriptions that come with purchases of new Apple devices. The study also found that only 30% of current free-riders plan to continue with their membership once they have to pay. In comparison, the same study found that only 16% of Disney + users and 23% of HBO Max users took advantage of the platforms for free.
These numbers are discouraging at best and doomed at worst for Apple TV +. The platform has attempted to bolster its credibility as a prestige source of quality dramatic and comedic content, but that is clearly not enough to carve out a niche in the fierce streaming market. The morning show, which was supposed to be the standard bearer of Apple’s original programming, spent $ 15 million per episode and hired a star cast, to receive average critical reception upon release.
There was a time when a big budget original drama was enough to get interested in the streaming space, but the days of Card castle and The man of the high castle are in the past now. The streaming landscape is increasingly focused on branded content, developing franchises, and expanding libraries of movies and shows – none of them have succeeded. Yes Apple TV + is to survive as anything other than a buy bonus, some major changes may need to be made very soon.
Sources: MoffettNathan (via Variety)
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