Apple TV+ and the battle of the streamers

Streaming is an exceptionally competitive area. We take a look at how Apple TV+ is holding its own in a tough market

- CHARLOTTE HENRY

In March 2019, Apple CEO Tim Cook took to the stage to announce that Apple was entering into a whole new business - video streaming. Not only that, but its service would also house only original content. With Apple TV+ launching in November that same year, Apple entered into the business of making and buying TV shows and movies. It is unlikely to catch up to industry leaders like Netflix in the foreseeable future, but nearly four years on the company is holding its own with that approach, which is in contrast to that of its rivals who have tended to build a catalog of existing content before moving into creating their own originals.

With many free limited-time deals on offer, it's difficult to get an accurate figure on how many people have access to Apple TV+, and numbers for how many people are actually paying is even more vague. However, we can see how the service is working in terms of professional criticism and popular acclaim. Comedy series Ted Lasso was a major success, picking up awards and a devoted audience during its threeseason run. Apple TV+ was also the first streamer to pick up a Best Picture Oscar for drama film CODA, a significant moment that Netflix had been desperate to secure.