More third-party movies to add to your Apple TV+ collection – Apple

In the competitive world of streaming services, Apple TV+ started with a different vision. Launched in November 2019, the platform initially focused on producing high-quality original content. Series like “Ted Lasso” and “The Morning Show” have been critically acclaimed and have garnered numerous awards, including 72 Emmy nominations this year.

However, despite the technical successes, Apple TV+ has failed to attract the massive subscriber base enjoyed by its competitors. According to research by MoffettNathanson, only 11% of American households use the service, compared to 55% who prefer Netflix. This difference is partly due to the limited range of content offered by Apple TV+.

Apple, realizing the need to expand its catalog, has begun experimenting with licensing existing products. Earlier this year, the company acquired the rights to about 50 films from major Hollywood studios, adding popular titles like “Mean Girls” and “Titanic” to its roster for American audiences.

The positive response to this initiative seems to have encouraged Apple to pursue more deals. The goal is to acquire more titles in order to expand the service’s offering in the US and internationally. This strategy coincides with the increasing desire of major studios such as Warner Bros., Discovery and Disney to sell their content to competitors in order to increase their revenue.

Apple’s move reflects a broader trend in the streaming industry. Data from Antenna shows that services with larger content libraries, like Netflix, experience lower cancellation rates. This suggests that the variety and volume of content available plays a major role in subscriber retention.

Apple TV+’s shift to licensing existing content represents a major shift in the company’s strategy. While Apple remains committed to producing high-quality original content, it recognizes the need for a more balanced mix of offerings. This approach could help the service more effectively compete with established players in the market by offering subscribers exclusive content and beloved classic titles.