Wednesday, February 1, 2023
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Apple TV+ has strong pre-launch awareness

RapidTV News reports that Ampere Analysis finds strong awareness already for Apple TV+ offer.

The study found that nearly two-fifths (38%) of US respondents said they were aware of the Apple TV+ product. Among Apple device owners awareness was 51%; for non-Apple device users this was 25%.

Looking more at age demographics, Ampere found that Apple’s decision to include the TV+ service with new device purchases appeals particularly to the younger consumers in the research. The research group found that 21% of Apple device owners are likely or highly likely to subscribe, compared with 13% of non-Apple owners. This rises to 29% of the 18-24 age group, and drops to 14% of 55-64-year olds, and 9% of those aged 65+.

Overall, 9% of respondents said they would buy a new Apple device to get a year’s free access to Apple TV+ ; a further 9% said it would encourage them to replace their existing Apple device sooner. 

Ampere estimates that there are 81 million Apple device-owning households. If 10% were to replace their device six months earlier than planned because of TV+, it would generate an additional $400 million in net device margin for Apple. 

On the downside,Ampere also found that a lack of interest in Apple TV+ content as the biggest barrier to subscribing, alongside households saying that they already have enough SVOD services to keep them happy. Apple’s competitive price point of $4.99 is not a seen as a barrier.

Apple TV+ launches this Friday, Nov. 1. It costs $4.99 per month, though you can get a year’s subscription free with the purchase of a new Mac, iPhone, iPad, or Apple TV.

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.