Apple’s marketing of Apple TV+ is putrid

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Apple’s streaming service has a ton of compelling original series that relatively few people seem to know about. Why is the company, famous for creating some of the best marketing the world has ever seen (at least when Steve Jobs was alive), so bad at marketing Apple TV+?

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Ever since its launch in 2019, Apple TV+ has been carving out an identity as the new home for prestige shows from some of Hollywood’s biggest names — the kind of shows that sound natural coming out of Jimmy Kimmel’s mouth in monologue jokes at the Emmys. While the company never provides spending details, Apple is estimated to have spent at least $20 billion recruiting the likes of Reese Witherspoon, M. Night Shayamalan, and Harrison Ford to help cultivate its award-worthy sheen. For all the effort Apple has expended, and for all the cultural excitement around Ted Lasso during its three-season run, the streaming service has won nearly 500 Emmys… while attracting just 0.2% of total TV viewing in the U.S.

“It seems like Apple TV wants to be seen as a platform that’s numbers-agnostic,” says Ashley Ray, comedian, TV writer, and host of the erstwhile podcast TV I Say. “They wanna be known for being about the creativity and the love of making TV shows, even if nobody’s watching them.”

How is it possible for a streaming service to have as much high-pedigree programming as Apple TV+ does and so relatively few viewers, despite an estimated 25 million paid subscribers? How can shows starring Natalie Portman, Idris Elba, and Colin Farrell launch and even get renewed without ever quite grazing the zeitgeist? How does a show set in the same Monsterverse as Godzilla vs. Kong, and starring Kurt Russell and his roguishly charming son, not become a monster-size hit?

For many perplexed observers, the blame falls squarely on Apple’s marketing efforts, or seeming lack thereof.

Via: Fast Company