Apple has decided to take an unexpected turn in its streaming strategy. In a gesture that could change the rules of the gamethe Cupertino company announced that Apple TV+ would be available through Amazon’s Prime Video. And since this summer, Apple TV+ has been in a period of restructuring after investing more than $20 billion in content.
A historic agreement that no one expected to see
This same October 10, 2024, Apple and Amazon surprised the tech world with an announcement that few of us had imagined: Apple TV+ will be integrated into the Prime Video platform. This strategic approach allows Prime Video users in the United States to subscribe directly to Apple TV+ from the Amazon app, for the usual price of $9.99 per month.
What does this mean in practice? To start, greater exposure of its entire catalog, allowing you to see the trailers and the content to be offered without leaving the Prime Video appone of the most used platforms in the world. This integration will offer Apple TV+ content “mixed” within Prime, which could entice many people to take the plunge and subscribe.
The numbers don’t lie: Apple wants more subscribers
Let’s be honest, Apple TV+ isn’t exactly the market leader. With a market share of 8% in the United Statesit’s clear that Apple is looking to expand its user base. And what better way to achieve this than by joining forces with the streaming giant? Prime Video, on the other hand, takes 22% of the pie in the United States, even surpassing Netflix. With this deal, Apple TV+ is brought to the forefront for millions of Prime Video users.
Hours played in the last three years
Apple doesn’t mess around when it comes to original content. With 516 awards and 2,308 nominations under their belts, including the Best Picture Oscar for “CODA,” it’s clear they know what they’re doing. In fact, the recent film “Wolfs” has become Apple’s biggest cinematic success. Now all of this premium content will be available to a much wider audience.
What does Amazon gain from all this?
Well basically, make your platform even more attractive. Mike Hopkins, the boss of Prime Video, was clear:
Prime Video is a premier entertainment destination. We’re proud to welcome Apple TV+ and its popular and critically acclaimed shows, movies and events to Prime Video.
For its part, Apple is also very satisfied with this agreement which will begin next October in the United States, and where they will analyze if it works to be able to extend it to more countries. Eddie Cue, Apple’s vice president of services, said:
We want Apple TV+ and its award-winning library of shows and movies from the world’s best storytellers to be accessible to as many viewers as possible. We’re thrilled that Prime Video now offers Apple TV+, giving viewers an incredible range of viewing options.
This deal could mark the start of a new era for Apple TV+. Until now, the platform has managed to have a quality catalog and award-winning original productions acclaimed by the public, such as Ted Lasso. However, The main challenge for Apple has been visibility and reach a market where it competes with giants such as Netflix, Disney+ and Amazon.
With this new alliance, Apple TV+ not only has access to Prime Video’s large user base, but is also strategically positioned to attract an audience that could perhaps I wouldn’t have considered subscribing independently. They already have great content, they just need more people to discover it, and this deal with Amazon could be the boost they need to get there.
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