January 3rd 2025.
Apple TV+ is pulling out all the stops to entice viewers to explore its streaming TV and movie offerings this weekend. The tech giant has announced a special two-day promotion where viewers can watch for free, in an effort to give them a taste of what lies behind the Apple paywall. And experts are calling it a savvy move.
The promotion, which runs on Saturday and Sunday, is designed to get viewers hooked on the content and ready to commit to a monthly subscription of $9.99 in the US. According to Michael D. Smith, a professor of information technology and public policy at Carnegie Mellon University, the two-day window strikes the perfect balance. It's not too short to ignore, but not too long to satisfy all demand.
"This is not just a fleeting offer to binge-watch a series over a few days or weeks and then lose interest," Smith explained. "This is a chance to explore our catalog for two days and discover something that you'll be so hooked on, you'll want to come back and subscribe."
While other entertainment companies often use promotions and discounts to attract new customers, Apple TV+'s pitch has no strings attached. There's no need to enter any personal information or credit card numbers. All you need is an Apple ID, which is free and many people already have from the days of 99-cent song downloads.
But what exactly can you see behind the paywall? Emmy-winning shows like "Ted Lasso" and "The Morning Show," as well as other buzzworthy series such as "Silo," "Shrinking," "Severance," "Bad Sisters," "Slow Horses," "Disclaimer," and "Presumed Innocent." And if movies are more your thing, Apple TV+ has got you covered with titles like "Fly Me to the Moon," "The Instigators," "Spirited," "Ghosted," "Argylle," "Palmer," "Napoleon," and "Killers of the Flower Moon."
Smith believes that by the end of the weekend, Apple will have a wealth of data to fine-tune their approach to attracting new and returning customers, including himself. He plans on logging in to watch "Ted Lasso" with his son and also wants to check out "Severance" with his daughter. But he knows that two days might not be enough to finish both shows.
"It's like going to a mall. You have an anchor tenant that draws you in, and once you're there, you wander around and discover other things," Smith said. "Apple is hoping that the two-day window will pique your interest enough to come back for more."
There is evidence that offering long binge-watching windows doesn't necessarily lead to more paid subscribers. A study by Miguel Godinho de Matos and Pedro Ferreira at Carnegie Mellon's Initiative for Digital Entertainment Analytics found that binge-watching over several weeks can actually reduce the likelihood of paid subscriptions. So, Apple's weekend deal is a clear attempt to shake things up.
As of October 2024, Apple TV+ had an estimated 25 million subscribers, making it the eighth most popular streaming service. In comparison, Netflix, the top contender, boasts 282.7 million subscribers. "Apple TV+ never really took off, despite having high-quality shows," says Bo "Bobby" Zhou, a business professor at the University of Maryland. "They are now offering a promotional period to let a wider audience sample their content, in the hopes of converting some into paying subscribers."
But Apple isn't the only streaming service offering deals. Hulu has a free 30-day trial, Starz has a $2-a-month plan, and Peacock is offering a three-month trial for Samsung Galaxy owners. And if viewers miss the weekend offer, Apple TV+ also has a free 7-day trial promotion. The streamer also has various offers through retailers like Target and Best Buy, as well as deals for those who purchase Apple devices.
According to Jared Newman, a technology journalist and publisher of the newsletter Cord Cutter Weekly, this promotion seems to be part of a bigger push by Apple to increase its subscriber base. The company recently reached a deal with Amazon to distribute its content, and there are rumors that it may experiment with an ad-supported tier.
"They really need to get their numbers up and attract more viewers in any way possible," Newman said. "This could be another way for them to test the waters and see who would access their service if it was free."
Zhou predicts that the industry will continue to evolve, with different tiers of subscribers and various strategies to capture viewers' attention. "The battle among tech giants is all about content differentiation," he explained. "It's about how to stand out and capture consumers' attention, which is the most valuable asset." And with this weekend's promotion, Apple TV+ is certainly making a bold move to do just that.
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