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Apple TV+ has been around for over five years, yet despite its high-profile success with shows like Ted Lasso, it has struggled to capture mainstream attention. The platform, which offers a variety of original content, has faced challenges in its efforts to grow its user base. One of the main factors contributing to this ongoing struggle is the platform’s lack of effective marketing strategies. Alex Berger, a TV producer who worked on La Maison, a French-language series, sheds light on why Apple TV+’s marketing efforts fall short in the competitive streaming industry.
Marketing: Apple’s Greatest Weakness in TV Streaming
Apple TV+ has faced significant hurdles when it comes to marketing its content, according to Alex Berger. As the producer of La Maison, Berger has firsthand experience with the platform’s approach—or lack thereof—when it comes to promoting shows. While Apple is widely praised for its marketing power in promoting products like the iPhone, Berger is vocal about how the tech giant’s marketing strategy falls flat when it comes to television.
Apple’s marketing for shows like La Maison has been described as practically non-existent. Berger emphasized that without solid promotional efforts, even the best shows struggle to gain visibility. Despite La Maison being a hit in France and other European countries, Apple never properly promoted the show, leading to frustration from the production team. For Berger, this lack of effort is a significant issue, especially when considering the considerable investment that went into creating the series.
The producer went on to explain that the decision to partner with Apple TV+ was made out of hope. At the time, the platform had yet to make a significant impact in France or across Europe. With shows like Slow Horses in the U.K. beginning to gain traction, Berger believed that Apple would eventually take note of the growing global audience for its content. However, as time went on, the lack of promotion and strategic marketing left the team feeling disappointed, as they realized that Apple was not helping to elevate their work.
The Consequences of Poor Marketing Strategies
Apple’s failure to properly market shows like La Maison highlights a deeper issue with the company’s strategy in the streaming space. Unlike hardware, which Apple excels at promoting through sleek, targeted campaigns, television content requires a different approach to captivate and maintain viewers. By not providing adequate marketing support for its original series, Apple risks failing to fully capitalize on the potential of its diverse content lineup.
The fact that La Maison struggled, despite its success in Europe, raises questions about Apple TV+’s commitment to supporting its international content. While shows like Ted Lasso and Severance have been successful due to strong fan engagement and word-of-mouth marketing, international and non-English content often faces an uphill battle without the backing of a well-executed marketing campaign.
While it’s true that some of Berger’s statements may seem exaggerated, they resonate with those who have closely followed Apple TV+’s evolution. The platform’s inability to build a consistent marketing engine for its diverse shows has been one of its most significant challenges. The absence of an aggressive promotional strategy limits the visibility of potentially great content, thereby preventing it from reaching the wider audiences it deserves.
What Undercode Says:
The issue with Apple TV+ and its marketing strategy is not a small one. Apple has long been known for its unparalleled ability to market consumer products, particularly hardware like the iPhone, which benefits from sleek and highly impactful advertising campaigns. However, when it comes to the world of television streaming, the company’s approach seems insufficient.
In a space where competition is fierce—streaming giants like Netflix, Amazon Prime Video, and Disney+ continuously promote new releases—it’s crucial for Apple TV+ to evolve its marketing tactics. As the platform’s original content becomes more varied and includes more international shows, a tailored, multi-layered marketing strategy is necessary to draw in global audiences. Apple needs to address this gap and put more effort into how it communicates its shows to the world, especially those that fall outside of the English-speaking market.
While Ted Lasso and Severance have benefitted from organic word-of-mouth buzz, this should not be the model Apple relies on for future releases. The platform has a wealth of untapped potential, but without proper marketing support, even the best shows are destined to remain under the radar. Apple’s inability to capitalize on the international appeal of shows like La Maison is a testament to how a lack of promotion can severely hinder the success of otherwise promising projects.
Given the intense competition in the streaming industry,
Fact Checker Results:
- Alex Berger’s criticism of Apple TV+’s marketing efforts aligns with broader industry concerns.
2. Apple
3. The success of Apple
References:
Reported By: 9to5mac.com
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