Apple TV+ rebranded
Apple TV+ is dropping its “+” moniker and being rebranded to Apple TV. Apple’s announcement of the branding change was hidden in a news release for the streaming debut of “F1: The Movie.”, which is the highest grossing sports film of all time. The Apple TV+ service debuted six years ago in November 2019. The rebranding is likely to cause confusion as Apple offers a set-top box and an app with the Apple TV name.
The Circana Take:
- The company is relying on the removal of the “+” moniker to optimize brand recognition since it does not signify anything additional. Apple will need to distinguish its streaming service from existing Apple products to minimize confusion.
Apple TV and Peacock Bundle
Speaking of Apple, the company is joining forces with NBCU to offer an Apple TV and Peacock Bundle, available October 20. The Apple TV and Peacock Premium bundle will cost $14.99/month, while the Apple TV and Peacock Premium Plus bundle will be $19.99/month (each bundle represents a savings of more than 30% if purchased separately) and these bundles will be available through either app or website. Popular Apple content includes “Ted Lasso,” “Severance,” and “F1 The Movie” (out in December), while Peacock offers “The Paper,” “The Traitors,” “How to Train Your Dragon,” and the upcoming season of the NBA starting later this month. With this partnership, there is a cross-sampling element for standalone Apple TV and Peacock subscribers enabling each to watch a selection of the other service’s shows for free. Apple TV subs will be able to watch up to three episodes of Peacock content including “Law & Order,” “Happy’s Place,” “The Hunting Party” and “Real Housewives of Miami” while Peacock subs can watch up to three episodes of Apple content including “Stick,” “Slow Horses,” “Palm Royale” and “Prehistoric Planet.”
The Circana Take:
- As streaming prices continue to rise and consumers wallets are tightening, discounted bundles are as appealing as ever.
- Look for more consolidation among streamers to strengthen appeal to consumers. Expect to see more bundles as SVOD services continue to seek ways to grow in a competitive market.
Disney+ teams up with Taylor Swift
Disney+ is the lucky SVOD service that will be releasing the Taylor Swift full concert film “The Eras Tour | The Final Show” and a docuseries on the tour on December 12th. Two episodes of the docuseries will release weekly following the Dec. 12 release. This news follows the release of Taylor’s latest album, “The Life of a Showgirl” earlier this month and her recent engagement to Travis Kelce. The film features the never-before-seen development and intimate behind the scenes footage of the successful Eras Tour and features top pop performers including Gracie Abrams, Sabrina Carpenter, Ed Sheeran, and Florence Welch.
The Circana Take:
- Taylor Swift is as big a personality as it gets, and the Eras tour is her most successful tour to date. Disney aims to take advantage of her popularity by adding this unique content to its already massive library.
- Music programming is another way for Disney to diversify, increase advertising revenue and attract new subscribers.