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Amazon Channels drove 30% of Apple TV+ sign-ups in February

MacDailyNews

May 5

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Apple TV+ has been on a run of critical success with shows such as “Severance,” “The Studio,” and “Your Friends & Neighbors.” Apple CEO Tim Cook said in a call with investors last Thursday that Apple TV+ “has become a must-see destination” and posted record viewership in the quarter as it’s revealed that Amazon Channels drove 30% of Apple TV+ sign-ups in February.

Wendy Lee for Los Angeles Times:
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“It’s been brilliant at defining its niche … and the quality of what it does is simply superb,” said Stephen Galloway, dean of Chapman University’s Dodge College of Film and Media Arts. “The question is, is the niche big enough to justify the expense?”
“I don’t understand it beyond a marketing play, but they’re really smart people,” said Netflix co-CEO Ted Sarandos in a March interview with Variety. “Maybe they see something we don’t.”

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MacDailyNews Take: Netflix’s business is selling subscriptions to a streaming service. Apple TV+ is not Apple’s sole business, it simply adds value to the Apple ecosystem, which helps to sell products.

Last year, Apple TV+ reached a deal to sell subscriptions through Amazon.
In February, Apple TV+ captured 30% of its sign-ups via Amazon Channels, said Brendan Brady, director of strategy at research firm Antenna. High-profile releases including the new “Severance” season and “The Gorge” drove sign-ups, he added.
“It’s a combination of content driving their acquisition, and also that opening up of their distribution attracting a new audience,” Brady said.

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MacDailyNews Take: The ability for Amazon Prime members to be able to subscribe to Apple TV+ with no extra apps to download beyond Amazon Prime Video is proving to be a huge boon for Apple TV+!

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