New survey results claim to offer insight into how many Apple TV + subscribers still get a free trial, what the future might look like for subscriptions when trials end, and more then that Apple TV + continues to expand its content.
Reported by Variety, a study was published by MoffettNathan / HarrisX on the state of video-on-demand (SVOD) streaming services for the fourth quarter. The survey results claim to show how Apple TV + compared to other competitors.
MoffettNathan says 62% of Apple TV + subscribers surveyed currently have a free trial. While that doesn’t seem ideal, it’s a key part of Apple’s strategy at the moment – the company just extended free trials for the second time earlier this month as it continues to work on the expansion of its content catalog.
However, the bad news – if it turns out that way – is that 29% of those Apple TV + users said they would not choose to continue their subscriptions after the free trial ends, 30% said said they would, and the others said they were undecided about paying $ 5 / month for Apple TV +.
In contrast, MoffettNathan said his survey found that 48% of Disney + subscribers with a free plan would continue the service afterward, suggesting that Apple TV + has higher revenue than its competitors by up to 6x. .
Almost half of Disney Plus subscribers to the Verizon promotion (48%) said they plan to resubscribe after the free access period ends; only 19% say they do not intend to renew. Data suggests that about 18% of Apple TV Plus subscribers plan to turn off the service after their promotional offer ends, compared to 3% of Disney Plus customers with free plans, according to the MoffettNathanson report.
Michael Nathanson, senior analyst at MoffettNathan, shared his concerns about the churn rate and limited content on Apple TV +:
“We remain concerned about the future unsubscribe rate of subscribers if there is a slow device cycle and users choose not to renew themselves,” wrote the analyst-led MoffettNathanson team. Principal Michael Nathanson, in the report. While Disney and WarnerMedia have been “clear on stepping up their respective content offerings, it seems Apple still isn’t quite on board with making Apple TV Plus originals a focal point.”
Apple does not share official Apple TV + subscriber numbers, but a report recently estimated that it currently has 3% of the U.S. SVOD market.
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