Consumers focussed on Apple TV+ price | Media Analysis | Business
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Apple TV+ is the only streaming service where share of consumer search volume for price exceeds content, according to Search Data.
Apple tv plus 11Sep2019
Competitors Netflix, Amazon and Disney have all established themselves as serious content creators, but with fewer pickings, Apple is offering a bargain price and a free yearly subscription when buying an iPhone, iPad, Apple TV or Mac.

“It’s evident that consumers are searching for price as a first line inquiry into the service,” Search Data researchers noted, using data pulled from search intelligence company Captify

Disney meanwhile is further entering the streaming space with Disney+ on 12 November. Search Data survey numbers show that Disney+ is stealing the show with more than triple Netflix’s share of search volume (at 72%).

For its part, with the shift of televised sports to streaming, Amazon are taking advantage of the opportunity by partnering with the NFL and the US Open to show exclusive content. And, sports fans are 47.9x more likely to be searching for Amazon Prime.

“This opens up a huge opportunity for Amazon to differentiate themselves and target a whole new audience - loyal sports fans looking to watch their favourite sports,” according to the research firm. “Clearly Amazon have hit the spot with this audience.”

The survey also shows that cord-cutters index highly for both Apple TV+ and Disney+: Cord-cutters are 33.5x more likely to search for Apple TV+, and 10x more likely to search for Disney+.

“This suggests that these streaming players don’t have buy-in from particular audiences yet, for example millennials are only 1.14x more likely to search for Disney+,” according to the survey. “These services are only sparking interest from people looking to move from linear TV to streaming, probably as a point of research.”

Legacy streaming services (e.g. Netflix and Amazon Prime) are already established and therefore attract a wider audience. In particular, these services are proving to be a big hit for millennials: Millennials are 52.64x more likely to be searching for Netflix; and 59.96x more likely to be searching for Amazon Prime.