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Captain America can't save Apple TV, should Apple abandon it?

via:博客园     time:2020/5/6 11:45:13     readed:138

图片来源@视觉中国

Image Source: Visual China

Here's the article from the WeChat Public No .1 Entertainment Watch (ID:yiyuguancha), author Dewey

A recent release of news reports about the Netflix、Disney of streaming giants, paying members, first-quarter net profit and so on are geometric growth. Outbreak, streaming

Several happy several worry, the trend of streaming media is the same, a

Apple TV ,2015 year of preparation, it began layout in 2017, spent $6 billion to create original content from 2018, and successfully launched in November 2019.

According to foreign media reports, apple's first quarter of 2020 results show that since the launch on november 1, the Apple TV's current total membership is less than 10 million, far from the target number of 30 million.

even though apple officially created new apple products for promotion Apple TV ,(products purchased after september 2019) users can use a Apple TV benefit for free for one year, data shows that less than 10% of apple's 90 million devices sold in the fourth quarter of 2019 chose to open Apple TV services.

“美国队长”也拯救不了的

New players on the line in the same period by analogy Disney, paid members have exceeded 50 million by this time, only in the first quarter of 2020, Disney added 28.6 million new users, overseas users also showed bright. Apple TV's results are truly disappointing.

The muddy number of members behind, Apple series of original works of the word of mouth is not warm. According to statistics, since the launch Apple TV a total of 11 episodes broadcast works, as of the press, there is no North American popular style works, let alone global. Among the major film and television forums, such as rotten tomatoes and MTC ,11 works are equally divided below the passing line, including Stephen

Apple TV recently went online

Big money has lost its original content

One entertainment has previously in "apple's film and television ambition "," experience Apple TV and Disney, found that the end of streaming media is far from coming" and other articles, elaborated the prospect of Apple TV in the streaming media war its own advantages.

First is the Apple TV membership fee: the average member's monthly fee is only $4.99, supporting up to 6 family members to share the viewing. The Netflix's minimum package is $8.99, and the Disney's $6.99.

Plus, apple's entire ecosystem is being supported. Apple's new product users will be able to use Apple TV year-long benefit package free of charge smart tv devices. With apple's product globalization, its video content library will feature close to 40 languages in more than 100 countries and regions around the world.

And, in terms of original content, apple has been working hard since 2017 to dig high salaries at head companies such as sony and Netflix, and even invited stephen

“美国队长”也拯救不了的

▲ Stephen

Then, the original content aspect is Apple this battle

Since 2018, Apple has spent $6 billion to build more than 10 episodes and created a 40-person original content production team

However, so far, the Apple TV of the show broadcast, but Apple's drama slogan can not be loud.

Although the works cover a wide variety of subjects, the science fiction series "See ", the workplace drama" Morning News ", the crime drama "Speak Out of the Truth ", the suspense drama" Defend Jacob "and so on, the cast of the series is also quite bright and invited

Unexpectedly, Stephen

“美国队长”也拯救不了的

We can also see from the chart that the Apple TV in the film and television content control aspects of tender posture show, subject matter wide spread network, investment unlimited, creative IP dependence... The Neflix content and the Disney family's purpose, Apple TV original content can only be typed

Original content is not attractive, the overall content planning is not clearly positioned, plus its own classic content reserve is less, Apple TV is not very competitive in the streaming media market, the audience has experienced Apple TV.

How do Apple TV move forward with a poor service experience and poor content reserve?

24 April

"Defending Jacob" adapted from William, American crime novelist

“美国队长”也拯救不了的

▲" Defending Jacob "stills

Although the genre, suspense settings, star acting and other creative elements are recognized by Chinese fans, but the seemingly quality of the show, in the North American market continues to be not as expected, rotten tomato freshness 58%, MTC score 61, hovering around.

For North American audiences, the story of Defending Jacob is only about two hours long, while the series is about eight episodes long and slow. Among the many negative word of mouth, some netizens also said that Apple TV poor viewing page has made the audience reluctant to come again, especially the show has not been much attractive.

Prior to the birth of the Apple TV, Apple's most familiar audio-visual app was iTunes,iTunes Store to play and download movies, music and podcasts around the world.

The same Apple TV to provide content is not a stand-alone app at a time when apple users are familiar with and rely on iTunes stores. Apple TV can only register and watch programs via a Apple TV app or web browser, basically tied to apple's earlier iTunes store.

Apple is unable to make a resource swap with third-party content providers, and the playback route is single, which leads to a fairly general initial user experience.

The complaint has been with Apple TV since it went online, and in the Apple TV it's just been

And in Apple TV content, there is a lack of more elaborate interface hierarchies, such as video filters or subcategories. Such a complex, not prominent, no highlights of the interface search engine, will most of the audience back out of the door.

Even on the eve of the launch, there are small BUG, such as watching progress can not be saved successfully, or automatic playback sometimes does not prompt the next episode, although the problem is small and easy to fix, but lead to early users of the Apple TV service lack of trust.

“美国队长”也拯救不了的

Moreover finally opens the Apple TV main page, the content reserve question to reveal no doubt, only 10 drama works link rolling broadcast, with the Netflix page dazzling subject matter, the time, the country and so on detailed content distribution appears too simple, also with Disney 500 movie ,7500 drama series huge content library is slightly pitiful.

A few weeks ago, Tim

Apple TV in such an awkward situation, North American media people have even begun to discuss whether Apple TV original content department should continue.

Forbes website media John Koetsier boldly pointed out that after the launch of 5-6 new episodes, Apple TV still can not create a popular style work, it will not be able to compete with the Netflix.

Netflix released original films and dramas in 2019, more than the entire film and television industry in 2005. Disney it has a video content library dating back nearly a century, let alone competition Hulu、HBO、 streaming like amazon, Quibi or Peacock.

During the epidemic, North American industry is also beginning to discuss:

Apple shouldn't give up its streaming business easily, despite Apple TV's dismal performance, the $6 billion it invested earlier in Apple TV and the huge money it put on apple tv (a device box that sells tv subscriptions).

If Apple wants to keep eating the dirty media cake, it's already muddy

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