AppleTV+: Award-Winning Content That Needs A Marketing Push

AppleTV+ isn't just creating content; it's earning critical acclaim.

Recently, they clinched an impressive 72 Emmy nominations, dominating top categories. Shows such as "Severance" and "Ted Lasso" received well-deserved accolades, cementing AppleTV+'s status as a formidable player in the streaming industry.

In a strategic move, AppleTV+ brought on Richard Plepler, former CEO of HBO, along with his production arm, Eden Productions in a partnership. Plepler's track record with iconic shows like "Game of Thrones" and "The Sopranos" is a significant win for Apple, promising even more daring and high-quality content in the future.

But how far can content alone take you?

Let’s find out.

Fresh Faces, Award-Winning Stories: A Look at AppleTV+ Originals

AppleTV+ consistently delivers high-caliber originals, and their marketing strategies for each show are as captivating as the content itself.

Time Bandits (premiering July 24th): This reimagining of the cult classic gets a marketing reboot too. AppleTV+ is leveraging nostalgia to target fans of the original film.

Lady in the Lake (now streaming): To build anticipation for this neo-noir thriller, AppleTV+ released a series of cryptic video teasers featuring Baltimore landmarks shrouded in fog. This tactic piqued viewers' curiosity and sparked online discussions about potential plotlines.

Apple Scores Record-Breaking Emmy Nominations

AppleTV+'s critical acclaim isn't just a happy accident; it's fueled by strategic marketing campaigns. Their record-breaking Emmy nominations are a testament to this success.

For "Severance," a show about a company that surgically divides employees' memories between work and personal life, AppleTV+ launched a multi-layered campaign. They created a fictional company website complete with cryptic messaging, garnering significant online buzz.

"Ted Lasso's" feel-good premise was promoted through a series of uplifting social media videos featuring the show's titular character offering pep talks and spreading kindness. This strategy resonated with viewers seeking a positive escape during the pandemic, propelling the show's popularity.

Introducing Eden Productions

AppleTV+ strategically partnered with Richard Plepler, former CEO of HBO, and his production company EDEN Productions, signing a five-year exclusive deal to produce content solely for the streaming service.

Plepler's industry clout instantly boosted AppleTV+'s credibility, signaling their commitment to top-tier content. The deal secured a steady flow of new shows, while Plepler's expertise likely attracted talented creators. This alliance also helped establish AppleTV+ as a major contender in the competitive streaming landscape

Branding for Success: AppleTV+ Stands Out in a Crowded Market

AppleTV+ takes a distinct approach to branding, reflected in their marketing strategies. Unlike competitors who rely on flashy, effects-heavy trailers, Apple emphasizes quality storytelling and a clean, minimalist aesthetic.

Their marketing materials often focus on character development and emotional moments, drawing viewers in with relatable themes rather than CGI spectacles. This aligns perfectly with their overall brand identity of being a premium streaming service with a focus on curated content.

Marketing with Finesse

AppleTV+ takes a unique approach in the crowded world of sponsored content by steering clear of traditional influencer marketing tactics. Instead, they focus on nurturing relationships with acclaimed filmmakers and actors who passionately support the stories they're bringing to life.

For instance, their collaboration with Academy Award winner Tom Hanks on the miniseries "Greyhound" wasn't just about his star power. Hanks actively participated in promotional interviews, discussing the importance of the story and its historical context. This genuine enthusiasm from the talent pool translates into more authentic marketing that resonates with viewers.

Apple TV+: Spending Big, Winning Big, But Struggling to Find an Audience

Apple has spent over $20 billion on original TV shows and movies, but many haven't found a large audience. Despite not buying as many projects as Netflix, Apple has splurged on individual titles, including $500 million on films by directors like Martin Scorsese and Ridley Scott, and over $250 million on the World War II miniseries Masters of the Air. However, these have not performed well at the box office.

While Apple's original programming garners strong reviews and awards nominations, its streaming service, Apple TV+, captures just 0.2% of US TV viewing. This is significantly less than Netflix, which achieves in a day what Apple TV+ does in a month.

Apple is known for canceling its original series quickly compared to the past.

Despite criticism, Apple employees argue that external assessments often miss the metrics Apple values, partly because Apple shares minimal data with the public.

After years of heavy investment, Apple is now refining its strategy in Hollywood, aiming to curb what's known as the "Apple tax". The term "Apple tax" refers to the assumption that Apple can and will spend more than anyone else due to its vast financial resources. The company is being more selective with its content purchases and ordering fewer projects directly to series, similar to its competitors.

What the Future Holds

While AppleTV+ boasts high-quality content, some reports suggest a focus on a more limited library compared to competitors. Recent news indicates a potential shift towards an ad-supported tier. This move could significantly impact their marketing strategy.

Here are some potential marketing shifts with an ad-supported tier:

• Free, Ad-Supported Episodes: AppleTV+ could introduce a limited number of free, ad-supported episodes for select shows, using them as marketing tools to entice viewers to subscribe for the full season.

• Targeted Advertising: With audience data from ad-supported viewers, AppleTV+ could create more targeted marketing campaigns, showcasing specific shows that align with viewers' interests.

That’s it from today’s edition of Morning Rush!

Make sure you’ve subscribed to our YouTube channel, because that’s where we’ll be creating an influencer plan for Apple TV+.

Until next week,

Shreevar & Farheen