Apple seeks status, not subscribers

Brendan Hunt, Jason Sudeikis and Brett Goldstein star in AppleTV+’s “Ted Lasso.”


Is this the yr of Apple TV+?

The streamer’s historic Oscar win for Best Picture was overshadowed by an altercation between actor Will Smith and comic Chris Rock in March, however massive wins at Monday’s Emmys may cement the service as one of the respected content material suppliers within the streaming area.

“Apple TV+ follows a ‘less is more’ strategy,” stated Peter Csathy, founder and chairman of advisory agency Creative Media. “Fewer titles but bigger names and premium quality.”

In current years, Csathy famous that Apple TV+ has constructed a small however critically acclaimed catalog that’s “almost becoming the new HBO,” which was recognized for high quality collection previous to its merger with HBO Max.

Apple TV+, which has been round for lower than three years, has earned 52 whole Emmy nominations throughout 13 totally different titles in 2022. HBO and HBO Max notched 140 nominations mixed and Netflix obtained 104.

Apple TV+’s breakout hit “Ted Lasso” is up once more for Outstanding Comedy Series, whereas its new present “Severance” is on the poll for Outstanding Drama Series. Competition in each classes is steep, partially due to new entrants like “Squid Game,” “Yellow Jackets” and “Abbot Elementary.” This can be the final yr of eligibility for “Better Call Saul” and “Ozark.”

Earlier this yr, Apple TV+ gained the Best Picture award on the Oscars for “CODA,” marking the primary time a streaming platform bought the highest prize. Troy Kotsur, who starred within the movie, additionally grew to become the primary deaf man to win an Oscar for performing.

Already, streaming providers have used the status related to Hollywood nominations or awards to encourage subscriber sign-ups or signal prime expertise. Over the previous decade, Emmy awards for exhibits like “Orange Is the New Black” and “The Crown” have burnished the status of Netflix, enabling the service to carry on prime expertise like Ryan Murphy, Shonda Rhimes and Guillermo del Toro.

Still from AppleTV+’s “Severance.”


Such status is much more essential for Apple, which has lengthy partnered with the largest names in music and Hollywood for its cachet. That’s as a result of the first objective for Apple TV+ is to promote Apple merchandise — not to garner tons of of hundreds of thousands of subscribers.

“Apple has always used content as marketing for its products,” stated Csathy. “For Apple, the streaming service is just the means to the end — and the end is more sales of iPhones, Macs, Apple TVs, etc. As long as Apple TV+ screams quality, then it serves its purpose in Apple’s overall engine.”

Though streaming providers typically present restricted metrics, Apple has been significantly quiet because it launched its streaming video platform in November 2019. Unlike many others within the area, the corporate does not disclose information about monetary efficiency, content material spending or subscriber numbers for particular person exhibits or the service as an entire. (Even “Severance” govt producer Ben Stiller has expressed frustration about Apple’s imprecise statistics.)

When Apple CEO Tim Cook is requested concerning the service, he normally factors to nominations and awards, suggesting that is the metric Apple is utilizing to guage its success.

“In two and a half years since launch, Apple TV+ has now earned 250 wins and over 1,100 award nominations and counting,” Cook informed analysts on an earnings name in July.

In June, Bernstein analyst Toni Sacconaghi estimated that the service has between 20 million and 40 million subscribers and that’s generates round $1 billion to $2 billion in annual income. That can be a drop within the bucket in comparison with the corporate’s total stability sheet, which tallied $366 billion throughout fiscal 2021.

Apple TV+’s spending on content material is estimated to pale compared to rival streamers. Netflix is predicted to spend round $17 billion on content material this yr and Disney about $32 billion unfold throughout its media divisions. By distinction, Bernstein suggests Apple spends simply north of $3 billion, whereas Rayburn estimates the quantity to be nearer to between $1 billion and $2 billion.

Those projections would counsel that the service may very well be dropping cash.

Dan Rayburn, a media and streaming analyst, famous that there isn’t any clear information displaying Hollywood recognition interprets to elevated subscribers. But for Apple, he famous that calculation actually would not matter.

“If Apple TV+ gets 10 million subs, or they get 20 million subs, does it move the needle from a revenue standpoint? No.” stated Rayburn. “They don’t even have to disclose to Wall Street because it’s not a material impact on the company.”

— CNBC’s Kif Leswing contributed to this report.


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