Last year with an extra day in San Francisco my first and only stop was to Apple Park.
So, why have I never used Apple TV+?
It’s free for most users, It’s available on most devices and has original content with big names. So, why are more people not using it?
Apple TV+ doesn’t even make it into the top 10 streaming platforms of 2020.
It could be a UX problem. Apple TV+ allows you to view content from other streaming platforms in its app. It is difficult to see AppleTV+ only content.
It could be a branding problem. Apple TV, the box. Apple TV the app. Apple TV+ the streaming platform. Confused?
It’s not a content problem. They have huge stars and content that gets picked up by Netflix and Amazon when exclusivity has ended.
The value in a streaming service is more than its content.
Disney+ is an excellent example of creating a deep customer connection. At the start of COVID-19 when families were struggling to work from home Disney stepped in. They quickly created the socially distanced ‘Disney Family Singalong’.
90 minutes of Disneys biggest stars signing and dancing from their homes! Disney used this show to beta test their group-watch feature. You could sing along, enjoying the same content at the same time as your remote family.
Yes, Disney disrupted the market with clever content but…
Their use of technology helped families feel closer at a time when they were further apart. This might not have attracted more users to the platform, but it will have gone a long way to reduce churn.
Disney is now 3rd in the list of top streaming platforms of 2020, having launched at the same time as Apple TV+.
What stops your investments from doing something more creative?
I’ve said it before but It’s worth repeating.
How easy or difficult is for someone to disrupt your business using technology? How much would disruption impact you? How can you make it even more difficult?
What could Apple have done differently?
P.S I have the new Apple MacBook M1 in my basket, I think I might have used all my credits from the Xbox last week..
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