This Streaming Service Quietly Hit an Impressive Milestone, and Rivals Should Take Notes

In the plethora of streaming services, it's hard to stand out, especially when it comes to creating original projects. Very few original streaming movies and television series have staying power, often topping streaming charts for a week or two before being dethroned by the next big thing. That's not the case with Apple TV, which has pulled off a seemingly impossible feat. Most of its original projects dominate streaming charts for weeks, sometimes for months. Take F1, for example: the Brad Pitt racing film continues to hold the #1 spot among Apple TV's movies,no doubt bolstered by its surprise Best Picture nomination.

Television shows under Apple TV's umbrella also become the center of conversation during and after their release, whether it's sci-fi epics like Foundation or the breakout hitTed Lasso. In comparison, other streamers struggle to have breakout hits: Netflix's biggest hit, Stranger Things, just wrapped up, while Disney+ and Paramount+ rarely have a hit series that isn't connected to a popular film or TV franchise. The question is: What makes Apple TV's projects stand out in the world of streaming, and what lessons should its competitors take away from that success?

Apple TV's Movie and TV Projects Are Crafted Like Actual Movies & TV

One of the biggest criticisms of original streaming shows and movies, aside from the fact that they make you wish you were watching other movies or TV shows, is their pacing and plot. The "ten-hour movie" mindset that defined Peak TV tends to make some streaming shows feel like they drag on forever; one common complaint about Stranger Things's final season is that some episodes felt more like a spectacle than an actual story. On top of that, dialogue tends to be repeated, especially in Netflix movies...and it turns out that's by design. While promoting The Rip on The Joe Rogan Experience, Matt Damon revealed that the streamer often repeats plot points in its movies since viewers are otherwise engaged:

"The standard way to make an action movie that we learned was, you usually have three set pieces. One in the first act, one in the second, one in the third...You spend most of your money on that one in the third act. That’s your finale. And now they’re like, ‘Can we get a big one in the first five minutes? We want people to stay. And it wouldn’t be terrible if you reiterated the plot three or four times in the dialogue because people are on their phones while they’re watching."

Apple TV, on the other hand, hooks viewers by pairing A-list talent with compelling hooks. Pluribus might have been sold on the strength of Vince Gilligan's name, but it's the excellent performance by Rhea Seehorn and the unique approach it takes to an alien invasion that kept viewers coming back week after week. Monarch: Legacy of Monsters features Kurt Russell and Wyatt Russell in dual roles as Lee Shaw, offering a unique approach to the past and present storylines that's just as compelling as watching Godzilla lay waste to the Earth. Even if you're not into racing, F1 will keep you glued to your seat with its intense racing sequences and Pitt's performance as a weathered everyman. No matter the TV show or film, Apple TV goes all out to ensure its audience is truly engaged.

Unlike Other Streamers, Apple TV Uses Different Avenues For Growth

Another major reason for Apple TV's dominance is its promotion strategy. While Netflix seems allergic to putting its movies in actual movie theaters, or even marketing certain shows, Apple TV usually offers different levels of free trials. The service itself will give potential subscribers a weeklong window of free access, while purchasing an Apple device will give you a free 3-month trial. T-Mobile even offers a $3-per-month Apple TV subscription to new customers, which is an extremely appealing deal given the rising prices of other streaming services.

This kind of promotion also lends itself well to word of mouth, which is a large part of Apple TV's growth. Ted Lasso and Severance became hits because people couldn't stop talking about them, and the appeal of a free trial means that anyone who heard about these series has an easy way to check them out. Apple TV put in the work to get where it is, and it's paying off in spades.