William Gallagher
A new report claims that Apple TV+ has seen a significant rise in new viewers because of "CODA" winning Best Picture Oscar, and the film itself is being watched more.
Apple never releases meaningful viewership figures for Apple TV+, but reportedly, "CODA" has produced a marked spike in the fortunes of the streamer.
According to Variety, an unspecified source said to be close to Apple, claims that "CODA" was viewed 300% more in the week after its win, than in the week before. The same source says that overall 25% more new viewers joined Apple TV+, again in the week after the win and compared to the week before.
With no actual figures, it's impossible to draw any conclusions from these claims. However, given that, "CODA" can obviously be watched by both new and existing viewers, a rise in new ones of 25% resulting on only a 300% increase of viewing seems less than stellar.
It is true that the new users have to elect to sign in to the service with their Apple ID. So the 25% rise cannot just be attributed to, say, new iPhone SE buyers who happen to get three months free Apple TV+ with their device.
However, all users get a free trial of some description. New device buyers get three months free, or a one-month free trial of Apple One includes Apple TV+.
Every user gets at least the first week's free trial, too.
So while increased numbers of new viewers is hardly a bad thing, no matter how many or few there are, the question is how many will remain.
The Nielsen ratings company now tracks streaming providers including Apple, but its public records are approximately three weeks behind air dates. So it's too soon to see whether "CODA" has charted, but in the latest figures dated March 6, 2022, no Apple TV+ shows made the top ten.
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2 Comments
“a rise in new ones of 25% resulting on only a 300% increase of viewing seems less than stellar.”
Does it? I wonder if Disney, Netflix or Amazon would consider getting those same numbers in only 5 days less than stellar. Everywhere else I’ve read about this today considered those numbers extremely positive. I’m not sure why AI doesn’t.
I haven’t purchased any new Apple items in the past year so my freebie sub is almost up, I’m afraid I can’t think of any reason to start paying for Apple TV +. Maybe it’s just me but nothing it has appeals to me, and anytime I flip through the promoted items, I can’t play them for any length of time because I have kids around - almost everything there is rated TVMA. Apple should have purchased a catalog or studio - Apple TV + is currently in a no man’s land of streaming audience. I’m pleased CODA won an Oscar and Apple should be applauded for that, but I don’t get who they’re aiming at.