Analysis on Apple TV+: Future Development Direction of Streaming Media Platform

International Business School in Suzhou, Xi’an Jiaotong-Liverpool University, 215000 Suzhou, China

^* Corresponding author: Yuyang.Shen2102@student.xjtlu.edu.cn

Abstract

Streaming media had been a popular form of entertainment since 2019 due to COVID-19. Netflix, Home Box Office, and other streaming media offer an abundance of media resources to all kinds of audiences. Notwithstanding that streaming media had been flourishing, they still had trouble constructing sustainable profitability. Apple TV+, being one of the streaming media corporations, found out a way to achieve sustainable profitability. The platform also benefited from the flourishing of the streaming media industry. In order to promote the sustainable development of the streaming media industry, the article is mainly about Apple TV+ achieving sustainable profitability by adapting short and quality streaming media products and making proper use of the parent Company Apple Inc’s financial support. SWOT analysis will be used to make a further explanation. The advice is offered in the article to expose the revelation of future development for both Apple TV+ and the industry, which is to combine franchises with short series and make use of co-branding to enlarge its media resources. Additionally, the research also reveals the weakness of Apple TV+ that Apple TV+ has difficulty in retaining loyal customers due to the lack of rich and attractive streaming media resources.