Apple TV+ tests free preview model to expand its subscriber base

The news: Apple TV+ is offering a free preview of the streaming service this coming weekend, leveraging traditional cable marketing tactics to boost subscribers ahead of the “Severance” Season 2 premiere, as the platform seeks to expand its 0.2% share of TV viewership.

The strategy mirrors legacy cable networks’ “free weekend” promotions but with a digital-first approach.

Why it matters: Apple TV+ is trying to improve its position in the crowded streaming landscape against Netflix, Prime Video, Hulu, and Max.

• The platform's focus on premium content has earned it a reputation as the “new HBO,” though this niche positioning may limit broader appeal.
• Recent theatrical releases like "Killers of the Flower Moon" and "Napoleon" garnered critical acclaim but mixed commercial success.
• Apple wants to reduce spending on originals and license more content, having invested $20 billion in original content to compete. Consumer research shows 41% of viewers choose services for specific content, while 37% prioritize library size.

Our take: Apple's blend of traditional marketing tactics with its tech-forward approach represents a calculated move in the premium streaming wars. As with its recent move to make Apple TV+ available on Prime Video, the platform is innovating around the edges.

• The service is an entry point to the company's broader ecosystem, which could act as a gateway to hardware sales and bundled subscription services.
• By timing the preview with high-profile content releases and minimizing access barriers, Apple TV+ is positioning itself as a serious contender in a crowded market.
• The success of this strategy could provide a template for subscriber acquisition efforts in streaming.

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