New research shows that only 38% of Apple TV + users pay a subscription to the service – about half the percentages of HBO Max and Disney +.
New research figures show Apple TV + does not fare so well in acquiring paying subscribers, as most users on the platform have free trial periods. The service was highly rated by Apple which led to its release in November 2019, but it could not catch up culturally in 2020, which also saw the rise of Disney + and HBO Max. As power wars continue to rage, Apple TV + could be in trouble.
The streaming service market is becoming almost as busy as the inflated cable TV world from which it originally originated. Competition over back catalogs, original content, prestige Oscar bait, price points and more has increased tremendously over the past two years as newcomers face industry vanguards like Netflix and Hulu. While some were able to differentiate themselves by targeting specific demographics (families for Disney +) or using popular franchises (DC for HBO Max), others left few features and no firm foothold in the market.
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It seems that Apple TV + falls into the latter category, as a new study by research firm MoffettNathan (via Variety) claims only 38% of platform users actually pay for subscriptions. The other 62% are on free trial runs, mainly temporary subscribers that are merged with new purchases of Apple devices. The study also found that only 30% of current free riders plan to continue their entry once they have to pay for it. By comparison, the same study found that only 16% of Disney + users and 23% of HBO Max users enjoy the platforms for free.
These numbers are discouraging at best and at worst for Apple TV +. The platform has tried to build credibility as a sought-after source of dramatic and comic quality, but it is clearly not enough to carve out a place in the crucial streaming market. The Morning Show, intended as the standard bearer for Apple’s original programming, spent $ 15 million per episode and rented a star-studded cast, only to receive a mediocre critical reception upon release.
There was once a time when an original drama with a high budget was enough to get interest in the stream space, but the days of House of Cards and The man in the high castle is now in the past. The flowing landscape is increasingly about brand content, franchise development and deep libraries of movies and shows – none of which succeed. Apple TV + is to survive as something more than a purchase bonus, it may need to make some major changes soon.
Sources: MoffettNathan (via Variety)
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