Bloomberg reports that Eddy Cue, Apple’s Senior Vice President of Services, has instructed Zack Van Amburg and Jamie Erlicht, heads of content production at Apple TV+, to ramp up content production spending. Apple has historically been one of the companies with a high budget per show.
The reason for this is that Apple has spent a significant amount on producing original content such as “Killers of the Flower Moon,” “Napoleon,” and “Argylle,” which have been well received by critics and award shows. However, the viewer numbers have been significantly lower when translated into actual viewership figures. Some content has fewer viewers throughout the month than Netflix has in a single day.
Data from research firm Nielsen shows that Apple TV+ currently holds a 0.2% market share in the United States, while Netflix sits at 8%. Apple has never disclosed user numbers or viewership statistics for Apple TV+, which could explain why they have shown more interest in acquiring external content rights to bolster the platform. This allows them to control costs and attract more viewers.
Source: Bloomberg
TLDR: Apple’s Senior Vice President of Services has instructed heads of content production at Apple TV+ to increase spending to improve viewership numbers, as the platform struggles to compete with other streaming services.
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