Apple TV's stealth backlist

A curated backlist pegged to a new release is more useful -- and more likely to draw viewers -- than a bunch of dusty titles purchased in bulk.

From Neil Cybart's "Apple Adjusts TV+ Strategy" ($) posted Monday to Above Avalon subscribers:

Over the past few weeks, we have seen Apple unveil a subtle yet intriguing strategy adjustment to Apple TV+. For the first time, Apple has made licensed video content available next to its original video content within Apple TV+ for paying subscribers...

Instead of shifting Apple TV+ away from an original content strategy, Apple is using licensed content to help push its original content.

It’s an incredibly smart strategy that shows Apple isn’t afraid to kick around new ideas in an effort to improve Apple TV+. Given the lack of a press release from Apple on the effort, we can also probably conclude that company is still experimenting to see what works best.

My take: "Incredibly smart," indeed. A curated backlist pegged to a new release is so much more useful -- and more likely to draw viewers -- than a bunch of dusty titles purchased in bulk.

3 Comments

  1. Romeo A Esparrago Jr said:
    When “The Mighty Eighth” is released, maybe limited subscriber titles like Band of Brothers, The Pacific, Saving Private Ryan. Greyhound is already owned by  but I’m sure will get referenced, too.

    3
    November 15, 2022
  2. Gregg Thurman said:
    There are many, many hundreds of titles, foreign and domestic, that would be more than worthy of this strategy. None costing anywhere near what an original would cost. In fact, for the cost of a dozen originals you could probably buy them all.

    2
    November 15, 2022
    • Gregg Thurman said:
      PS., I would pay an extra fee to have the thousands of crap titles sorted out, leaving quality “Hollywood” behind in a streaming service.

      If Apple owned all these titles the rest of the streaming industry would go belly up. That’s probably why the rumor has Apple licensing these titles. That would enable competing services to do the same (no anti-trust issues).

      0
      November 15, 2022

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