From Todd Spangler's "‘CODA’ Oscar Win Boosted Apple TV Plus New Viewers by 25%" posted Thursday in Variety:
What’s the value of winning an Oscar? For Apple, the historic Oscar best picture win for original film “CODA” on Sunday has produced immediate results — drawing 25% new viewers to the Apple TV Plusstreaming service, and pushing viewing of the film up more than 300% compared with the week prior.
Apple’s Academy Award-winning film “CODA” beat Netflix to grab the crown as having the first film on a streaming service win the top Oscar prize. It’s also the first movie starring a predominantly Deaf cast in leading roles to win an Oscar for best picture.
Of course, the numbers about “CODA’s” performance on Apple TV Plus, provided by a source close to the tech company, don’t reveal all that much. Apple has never disclosed how many subscribers it has for Apple TV Plus, so it’s unclear what the 25% increase in new viewers indicates in terms of real numbers. Apple also hasn’t provided granular data on time spent streaming its content.
More important, there’s the question of whether the surge of new Apple TV Plus viewers will remain with the service for a meaningful period of time — or if they were just signing on to see “CODA” before they cancel. Apple offers a free seven-day trial of Apple TV Plus (which costs $4.99/month), and it gives away three months for free to customers who purchase new products like iPhones or Apple TV 4K boxes.
My take: Some of those free trials will convert. If not this time, the next.