Apple wants to license more films to replenish TV+ archive
So far, Apple's streaming service has only occasionally offered well-known archive content, as we know it from Netflix and the like. That could change.
Apple TV 4K with HomePod mini.
(Image: Apple)
Apple wants to offer its users more well-known movie titles as part of TV+. To this end, the company is negotiating with major Hollywood studios, reports the financial news agency Bloomberg. The streaming service already occasionally offers archive material, but in a special way: Films such as "Gravity" or "Mean Girls" were available to US users alone for a few months, after which they disappeared again. According to the report, this experiment was successful. Apple has now contacted "many more" studios in order to obtain more material and make it available internationally.
Here - and gone again
It is nothing new that streaming services only hold licenses for a certain period of time. For example, there are lists online showing when films on Netflix disappear again. This is an unpleasant experience for users, as they first have to search for where a movie can be found - and switch services if necessary. However, Apple's approach is even more extreme, as the company markets the films that are available for a short time as a kind of gift to users, but only for a limited time.
It is unclear whether this will now change or whether the strategy will remain the same. This year, Apple is said to have secured licenses for a total of 50 films from Hollywood, including classics such as "Titanic". The studios had already been waiting for the company to secure more archive material. This should also help to retain users instead of them jumping from streaming service to streaming service. Entertainment groups such as Disney or Warner Discovery are now also more willing to provide competitors with licenses instead of only distributing the material via their own streaming services such as Disney+ or Max. The aim is to increase overall sales.
Apple's strategy remains original product
However, the basic strategy for TV+ will not change. This relies entirely on original content, which Apple realizes in cooperation with studios or even with its own production department and smaller companies. This is increasingly successful: shows such as "Ted Lasso" or "The Morning Show" are audience and critic favorites with 72 Emmy nominations recently.
However, Apple is having problems with particularly expensive productions such as the spy film "Argylle", which is said to have performed worse than hoped. Apple TV+ is said to have a usage share of just 11 percent in the USA, while Netflix is significantly higher at 55 percent of households.
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