Analysts: Apple TV+ Had A Soft Launch

Analysts Apple Tv Had A Soft Launch

Starting out with only eight original series, one documentary film and no other licensed content or back catalogue of content, demand for Apple TV+ is reportedly tepid according to a new report from Parrot Analytics (via Variety).

Parrot’s ‘Demand Expressions’ metric measures audience demand worldwide via online expressions of interest across multiple sources. This results at a look at engagement and interest in a title.

The analysis firm examined the 24-hour period following the Apple TV+ launch last Friday and compared it with the demand levels 24 hours following release for all new streaming titles debuting this year.

Only one show came close to cracking the Top 20 – the Jason Momoa-led “See” which also scored the worst reviews of the four major originals debuting. Intriguing the most high profile of the shows, the flagship “The Morning Show” which cost $15 million an episode and has already been renewed for a second season, had the lowest demand of all Apple TV+ titles.

Apple reportedly spent $40.3 million on TV and online advertising for their new shows in September and October and reviews for the entire initial slate were fairly soft.

In fairness the adoption of a weekly release schedule, as opposed to a full season dump at once like Netflix, also means demand is likely to be spread out as opposed to upfront. Even so, nine shows with weekly release schedules reportedly generated more demand than Appleā€™s programs did within 24 hours of their premieres.

Apple TV+ content is available in 100 countries, to two billion people across four billion devices.