Is Apple’s investment in its own streaming offering worthwhile? If you look at the bare numbers, you can clearly say: no. The iPhone company is said to have taken at least one billion US dollars so far for Apple TV + in order to have series and films produced or to buy them exclusively. Probably the sum is even higher if you look at the announcement about planned film projects. So far, there is almost no income. The group recently extended its free phase for buyers of various Apple products – you can get a maximum of 19 free months this way. Apple TV + is significantly cheaper than the competition at 5 euros a month.

Even a newcomer is ahead of Apple The first figures are now available as to what percentage of the market share Apple has achieved so far. Despite the free phase and the bargain price, this should only be three percent in the important home market of the USA, according to a survey by the analysis company Just Watch. The information comes from the fourth quarter 2020. This would put Apple significantly behind Netflix, Disney + and even the NBC streaming service Peacock, which has just started. The latter, half a year old, is said to have landed at six percent. Apple TV +, however, has been running since November 2019.

Apple TV + is actually everywhere It’s not because of the distribution channels. Apple now offers its TV app on countless devices – from televisions (also from the competition Samsung) to streaming boxes and sticks to Playstation and Xbox. Apple is surprisingly open to the system, which is a novelty for the company. Nevertheless, it doesn’t seem to help TV + at the moment – not even the fact that the service is being practically imposed on the many millions of Apple customers. According to Just Watch, Netflix was unbeaten ahead with 31 percent market share in the USA, Amazon Prime Video followed with 22 percent. Hulu held 14 percent and Disney + – thanks to numerous popular franchises of the chart toppers – came up 13 percent. This is followed by HBO Max with nine percent. Both HBO Max and Disney + and, as mentioned, Peacock started after Apple TV +, so Apple could not use its lead.

Apple has a special strategy Why the service is so bad cannot be seen from the figures. However, Apple took its own approach from the start. The iPhone manufacturer only uses original content, which has to be produced in a complex manner. The repertoire on offer is extremely small and the pure exception. Accordingly, customers have to be convinced by the content offered – and it is by no means for everyone. It is unlikely that Apple will give up. The group is apparently relying on the long-term effect that TV + can achieve. This strategy would not be new – and Cupertino has deep pockets.

(bsc)