Prime, Netflix, and Disney+, is the size of
its content portfolio. Though it was Apple’s
original intention to create all of its shows
from scratch and work with only the very best
producers, directors, and on-screen talent, the
company has since changed its tact, accepting
the fate that it would need to depend on
acquisitions and content licensing to bulk up
its library. Over the summer, the firm’s video-
programming executives took pitches from
Hollywood studios about licensing older
content for TV+ and added dozens of titles
to its basket. As of yet, Apple hasn’t acquired
major franchises of blockbuster films, including
the rumored acquisition of the James
Bond studio, but the fruits of its labor should
become clear in the new year when new (or
old) shows appear on the platform.
THE NEW HOME FOR LIVE
ENTERTAINMENT
One area where Apple was hoping to compete
was in live entertainment. The company has
been rumored since the launch of Apple TV+
to acquire the streaming rights to live sporting
events. Apple assembled a live sports team in
early 2020, and since then, poached Amazon’s
sports content lead James DeLorenzo to head
up its sports department, keen to tap into
Amazon’s sports market. In recent years,
Amazon’s found success in licensing sporting
events like the US Open, ATP Tour, and Premier
League football, which added millions of
subscribers to Amazon Prime. By acquiring
NHL, NBA, or NASCAR rights, Apple could
incentivize families to make the commitment
to its service, and even tier TV+ accordingly.