Apple TV+: The new HBO with "prestige television"?
Apple seems to have chosen the rise of a US cable TV channel as the model for its streaming service. The criticism proves the service right.
Current TV+ offer from Apple: A lot of money invested.
(Image: Apple)
Apple's streaming service TV+, which will have been on the market for six years in November, occupies a somewhat strange market position: according to market researchers, it is well behind the major providers such as Netflix and Amazon Prime in terms of user numbers, but is increasingly positioning itself as a critics' favorite with well-rated series and films. At the same time, TV+'s monthly fee of EUR 9.99 is a real bargain compared to its increasingly expensive competitors (even though it was once much cheaper at EUR 4.99).
Many possible prices for Apple
In an analysis by the renowned culture blog Vulture, it is now said that Apple is increasingly trying to position itself as a kind of new HBO –, which actually seems to be working in view of the many prizes that the service is now winning. As a reminder: HBO, which in the meantime was only called Max, once stood for highly innovative pay TV. Shows such as "The Sopranos", "Sex and the City" and the "Larry Sanders Show" were launched there in the nineties.
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Apple now seems to be following their example – and it seems to be working. This year, Apple received a total of 79 Emmy nominations, 27 of them for "Severance" and 23 for "The Studio". This is an excellent figure for a sixth Emmy year, even if HBO (142) and Netflix (121) are still ahead. However, their output is (even) greater. However, only Apple managed to pick up multiple nominations in both the comedy series ("The Studio", "Shrinking") and drama series ("Severance", "Slow Horses") categories. "Apple holds more than just – [with HBO] in areas that get the most attention," says author Joe Reid. Apple is also ahead of HBO (17) in the major acting roles (lead and supporting) with 22 nominations. The Emmys will be awarded on September 14.
High costs for high-quality programming
However, it remains to be seen how much money Apple is investing in TV+. So far, the figures are said to be in the red, with a loss of more than one billion US dollars per year. However, there are also initial financial successes to report. For example, the (expensive) Formula 1 film "F1" could bring in a lot of money at the box office alone – unusual for Apple, which was previously very cautious when it came to movie theater distribution.
Apple therefore seems to be playing the long game when it comes to streaming: The group is building up its program, which still consists almost exclusively of exclusive content (plus limited-time repertoire content), over a period of years. The company has a more than sufficiently filled war chest for this and hopes to generate significantly more revenue in its services business in the long term.
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