A WINNING STRATEGY
Launched in November 2019, Apple TV+ entered a market dominated by giants like Netflix, Amazon Prime Video, and Hulu. Instead of competing on volume, Apple chose a path less trodden, focusing on original, high-quality content. This strategic choice certainly didn’t win the company favors in the early days. Still, it’s beginning to pay off, as evidenced by the platform’s growing collection of critically acclaimed titles, awards, and nominations. Following the premiere of “Masters of the Air,” viewership across all of Apple TV+ climbed by 65% worldwide compared to the previous seven-day period. The streamer also maintained double-digit growth across more than 100 territories. In December last year, it was reported that Apple TV+ viewership was up 42% year-over-year thanks to shows such as The Morning Show. From its inception, Apple TV+ aimed to be more than just another streaming service; it sought to be a cultural touchpoint, offering content that sparks conversation and connection and connects with consumers and viewers on a deeper level.
Apple TV+ extends its reach beyond the typical movie and series offerings, presenting a rich array of content genres. This includes compelling documentaries, music specials, and live events that cater to varied interests and demographics. The platform’s commitment to diversity is evident in its lineup. It ranges from indepth explorations of societal issues to intimate portraits of iconic personalities, providing viewers with a broader perspective of the world. The best part? There’s something brand new on the platform virtually every week.
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