Apple TV plus is having a moment and Netflix and Amazon should be worried.

Discussion in 'The Film Room' started by daemonova, Sep 19, 2021.

  1. daemonova

    daemonova hit it, & I didn't go Erykah Badu crazy, #yallmad

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    Apple TV Plus is having a moment – and Netflix should be worried


    By Axel Metz 1 day ago

    Opinion: Apple’s streamer is getting better by the month


    [​IMG]
    (Image credit: Apple TV Plus)

    Apple TV Plus is at a turning point – and one that could see it finally become a genuine competitor to entertainment giants like Netflix and Disney.


    Whether through its music players, smartphones, computers, laptops or smartwatches, the tech behemoth has regularly leapfrogged its competition to deliver products that are, if nothing else, undeniably desirable.

    HBO Max but some 10% below Disney Plus (according to data obtained by streaming analyst JustWatch).


    But now, more than ever, the future looks bright for Apple TV Plus. CEO Tim Cook kicked off last week’s Apple Event with a showreel of the streamer’s upcoming premieres, and it’s clear that the company is pressing full steam ahead with its quest to deliver big-budget, high quality entertainment to a growing pool of subscribers.


    An expanding library
    When it comes to the popularity of a streaming service, the proof is in the pudding. If the movies and TV shows on offer aren’t as appealing as those elsewhere, subscribers – especially those only looking to pay for only one or two platforms – will withdraw their custom. That means Apple’s usual penchant for customer loyalty has little bearing on the appeal of its streamer.


    At launch, Apple TV Plus’ library was lacking, to say the least. Season one of the Jason Momoa-led sci-fi series See was, by most accounts, uninspiring, while The Morning Show – Apple’s star-studded take on newsroom politics – didn’t quite garner the critical acclaim the company clearly hoped it might. For All Mankind marked a notable exception, offering a genuinely unique take on the global space race, but it quickly became clear that Apple TV Plus would take time to build momentum.

    Now, at the back end of 2021, two years-worth of library-building looks set to bear fruit for Apple, with a host of returning series and all-new movies and TV shows headed for the streamer in the coming months.

    Season 2 of The Morning Show, for instance, landed yesterday, while exceptional soccer comedy-drama Ted Lasso received a second crop of episodes in August (joining Mythic Quest as the only real Apple-commissioned show to make an impression with critics and audiences alike).



    Then there’s the highly-anticipated Foundation, Apple’s big-budget adaptation of Isaac Asmiov’s novel series, a new animated show from Rick and Morty co-creator Dan Harmon and the Sam Neill-led sci-fi thriller, Invasion.

    Those projects will join the unexpectedly great original series Mr. Corman in Apple’s original entertainment catalogue, alongside the not-so-great (but by no means terrible) Cherry, The Mosquito Coast, Greyhound and Lisey’s Story.

    But we’re not done yet. Finch, the Tom Hanks-led blockbuster about a wanderer and his robot dog, is landing in November, shortly followed by The Shrink Next Door, starring Will Ferrell and Paul Rudd.

    And perhaps most exciting of all is the $150 million+ Martin Scorcese movie starring Leonardo DiCaprio and Robert De Niro, which is currently in development with the backing of Apple (it will hit theatres before becoming exclusively available on Apple TV Plus).

    The point being, a lot is happening (or is about to happen) on Apple’s streamer. For every miss (Planet of the Apps), Apple seems to have a hit (Ted Lasso), and it’s so-called flops are more like expensive experiments as the company navigates the unfamiliar territory of the entertainment world.

    Slow burners
    It’s also worth remembering that the likes of Netflix and Amazon Prime Video took years to amass their respective subscriber counts and original content libraries. The former launched as a streaming platform way back in 2007, but had also been operating as a DVD rental service for more than a decade prior.

    Only as recently as 2016 did Netflix truly flex its muscles as the market-leading original content provider, thanks to the arrival of now-beloved shows Stranger Things and The Crown.

    The streamer spent about $5 billion on original properties in 2016 to bring those projects to fruition – a huge sum when considering its total 2015 revenue was $6.77 billion – but the investment paid off. Netflix has over 209 million subscribers at the time of writing, and both Stranger Things and The Crown continue to be a huge draw.

    The next few months may mark a similar content gold rush for Apple, even if it takes a number of years for the quality of that content to be reflected in subscriber numbers. Foundation, for instance, may turn out to be Apple TV Plus’ Game of Thrones.


    It’s important to remember the amount of below-par content on those major streamers, too. Consider, for a moment, just how many bad films are on Netflix and Amazon Prime Video.

    Apple TV Plus, conversely, hasn’t even been around long enough to generate a library of bad movies and TV shows, and Star content aside it only makes Apple-branded original content available to subscribers (unlike the en masse third-party licensing of rival streamers).

    If anything, then, the average content quality score on Apple TV Plus (if that figure existed) is probably far higher than any competing streamer, given its thin-but-generally-good roster of original properties.

    That hypothetical quality metric only looks set to strengthen in the months to come, and it’ll be interesting to see just how long it takes movies like Finch and shows like Foundation and Invasion to turn into subscribers for Apple.

    Same old Apple
    What’s more, at least from an aesthetic point of view, Apple TV Plus is already up there with the best steamers around, both in terms of user interface and the additional information that accompanies watchable content.

    Like Amazon Prime Video, users are given so much context to the movies and TV shows they’re watching. It’s a simple novelty, perhaps, but a quick scroll down reveals cast members’ names, faces and profiles, which feels respectful to the industry Apple has only recently entered.

    The whole user experience is super polished – which is so typical of Apple’s product philosophy – with the only real visual qualm coming from the aforementioned scarcity of its existing library.


    For users of other Apple products, too, it’s hard to argue against Apple TV Plus’ integration with the brand’s wider ecosystem. For instance, your iPhone can calibrate picture settings with ease, and connecting two pairs of AirPods is a simple process. Sure, content is king when it comes to streamers, but it sure helps when those streamers are a joy to navigate (take notes, Amazon).

    Watch out, Netflix
    It’s clear, then, that things are looking good for Apple TV Plus. With the wealth of investment the company has pumped into its still-young streamer, there’s little doubt that at least some of the movies and TV shows on the horizon will deliver on the promise of Apple’s grand ambition.

    It will take years for the tech giant to catch up with Netflix and its subscriber count – it may never happen – but for an original content-focused streaming service approaching only its second birthday, Apple TV Plus is maturing faster than any entertainment platform we’ve ever seen
     
  2. daemonova

    daemonova hit it, & I didn't go Erykah Badu crazy, #yallmad

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    N/m
     
  3. daemonova

    daemonova hit it, & I didn't go Erykah Badu crazy, #yallmad

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  4. Based Mamba

    Based Mamba $

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    Everything you posted is the tech version of hoe babble.
     
  5. Bryan Danielson

    Bryan Danielson Retired! Destiny Fulfilled

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  6. daemonova

    daemonova hit it, & I didn't go Erykah Badu crazy, #yallmad

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    You don't have a vested interest in the streaming wars?
     
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  7. Json

    Json Superstar

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    Who paid for this inflated hype machine?

    Apple TV got Ted Lasso and that’s it. Sudekis might not even do more than 3 seasons.

    This reminds me of when Mad Men got hyped up but in reality very few people watched it. Walking Dead was the money maker.
     
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  8. JerseyBoy23

    JerseyBoy23 Veteran

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    They need some licensed content. Originals are important but they can't be your whole library.
     
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  9. Based Mamba

    Based Mamba $

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    :mjlol: FUUUUCCCCKKKKK NO !! I know how to properly use my internet.
     
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  10. Tasha And

    Tasha And Superstar

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  11. semicko82

    semicko82 Superstar Supporter

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    Walking Dead got viewers
    Mad Men got Emmys and prestige
    Breaking Bad got both
     
  12. FlyRy

    FlyRy Hype Artist

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    They don't have shyt. Hopefully the foundation is good. Doube entendre don't even ask me how
     
  13. David_TheMan

    David_TheMan Veteran Bushed

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    This article was Apple PR more than news. LOL
    Fact is right now Apple needs to buy a studio, or they will just be a distributor.

    Amazon bought MGM studios because they need that catalog.
    There really is no one left on the table but Sony, Sony movies is a loser for Sony as a whole, but they still seem to keep it around but if they could offload it for the 8bill that MGM sold to Amazon for, it could buy Sony the company some cash on hand and time to reorg.
    But Netflix and Sony seem to be operating in tandem right now, so Apple looks like its on the fringe of content creaion
     
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  14. Piff Perkins

    Piff Perkins Veteran

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    What does the market share look like...

    I love the Foundation books, but the idea that it can be the next GoT is LAUGHABLE. To the point it makes me think this article is written by an Apple homer. Game Of Thrones is on another stratosphere and likely won't be replicated anytime soon (even with a prequel...) - and certainly not by a hard science fiction series. Taking random, seminal (but not super casual friendly) book series and throwing black people in it is not the recipe for the next huge show that becomes a pop culture phenomenon.

    If I was Apple and wanted #content for my shyt, I would not have greenlit Foundation. That is not the wave. Diversifying old shyt like that isn't going to work...black people don't care, white nerds get mad, and you're left with something that's too heady/confusing for casuals to give a shyt about.
     
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  15. daemonova

    daemonova hit it, & I didn't go Erykah Badu crazy, #yallmad

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    star wars and dune stole from us
     
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