Industry News

CEO: Apple doesn’t ‘make purely financial decisions’ about Apple TV+ content

29 January, 2022

Apple has forked over millions on original content for its streaming platform. The Emmy-winning “Ted Lasso,” starring Jason Sudekis, for instance, is the biggest hit that Apple TV+ had in Q4 2021. Data from Parrot Analytics proves that “Ted Lasso” has been a driver of “demand share.”

And now that the second season is over, Kantar’s Entertainment on Demand panel suggests 19% of Apple TV+ users plan to cancel their subscription later in the quarter since “Ted Lasso” was the main reason for them signing up. This level of churn is a scary one for the tech giant because if they don’t come up with another one-hit-wonder soon they could be scrambling for subscribers. Indeed, Apple TV+ has the worst churn in the streaming industry.

Meanwhile, Cook boasted about the number of awards and nominations that Apple TV+’s programming slate has grabbed in the quarter, declining to speak about viewership or subscribers.

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