ListNook

predator-handshake Apr 23, 2026 +250

Maybe start by, I dunno, actually promoting your shows? Other than 3-4 shows, the rest are completely ignored by the marketing department

250

NachoNutritious Apr 23, 2026 +40

This past year with Severance season 2 on Apple and Wednesday/Stranger Things on Netflix is the first time I’ve seen streamers actually do legit marketing campaigns with cross promotion like legacy media does. Normally they just drop a single trailer on YouTube and call it job done

40

predator-handshake Apr 23, 2026 +28

That’s one of the 3-4 shows. The others are pluribus, ted lasso and to an extent, morning show

28

ArtOfWarfare Apr 24, 2026 +6

Don’t they advertise For All Mankind? I can’t say I’ve seen them advertise Morning Show… I actually thought Ted Lasso and Morning Show had ended it’s been so long since I’ve heard about them.

6

Couldnotbehelpd Apr 24, 2026 +2

Ted Lasso did end but they’re resurrecting it

2

RSomnambulist Apr 23, 2026 +4

Netflix keeps advertising Apex on Peacock. Like, a lot.

4

ijakinov Apr 23, 2026 +12

Marketing is a double edged sword. Yeah you can increase viewers and subs but you also could spend more than the value you get out of it. Apple likely focused marketing on shows they believe would be worth it and let people find the other stuff more organically or cheaper marketing. I think what slows their growth the most is not their lack of marketing for certain shows but their overall streaming strategy is just a slower hill to climb. Critics love many Apple shows and they do pretty well award season. It’s fan praise them as like HBO. But we need to remember HBO though( with a few really strong hits) was a service people got for licensed movies and many of those most acclaimed shows were not highly watched. It’s the same with movies, the movies that people love by companies like A24 ones are not the movies that usually dominate the box office. People simply have different tastes in content and marketing isn’t likely gojng to change that.

12

bilyl Apr 23, 2026 +2

100%, streaming has completely different incentives. Unless their major driver is ads, marketing for a show should be balanced with whether it meaningfully drives subscription revenue. And unless it’s a halo show I don’t know if it makes sense.

2

bossclifford Apr 25, 2026 +1

just curious: what does it actually bring to a viewer like us if they market or not? i love their shows and would rather they spend money on the show than marketing

1

predator-handshake Apr 25, 2026

Well, there was a brilliant show named Pachinko that came out on Apple TV. They never marketed it. It got cancelled after season 2 due to low viewership so we didn’t get the conclusion. Not marketing their shows has consequences

0

bossclifford Apr 25, 2026 +1

apple cancels far fewer shows per show than other streamers. they’re making six seasons of for all mankind, a show for which i’ve never met a person in real life that’s watched it, for example

1

predator-handshake Apr 25, 2026 +1

They cancel shows due to poor viewership. When a show is more expensive than the people it brings in, it’s axed. Also, that’s very anecdotal. FAM is constantly in their top 10 and has a massive following online. The FAM sub is very active.

1

the_ion Apr 23, 2026 +294

that is concerning - I feel like it is the only streaming service that is any good anymore.

294

uraniummusic Apr 23, 2026 +64

HBO still produces some top-shelf material (and some clunkers), but Apple is giving them a run for their money

64

Love-That-Danhausen Apr 23, 2026 +23

It’s impossible to not have some clunkers here and there.

23

dont_quote_me_please Apr 23, 2026 +12

No ads (except their own stuff), full 4K, best bitrate (I think)

12

the_ion Apr 23, 2026

The discovery merger watered them down (cost cutting, reality TV focus) and now I am worried about the next phase for them. But I do agree. HBO was my #1 streamer for the longest time, but I do think Apple edged them out on the newer content they are producing. Somebody said that HBO has an advantage due to how long they have been in the game and the back catalog - and I do agree with that statement as well. But who knows what content will be cut in the name of tax write-offs in the next two years?

0

Saar13 Apr 23, 2026 +31

This was literally an "Apple insider" speaking anonymously to Deadline. They shouldn't change anything (maybe a shake-up in the marketing team would be good). Everyone has something to say about what the new Apple CEO will or won't do, and probably nobody knows anything.

31

kriscrox Apr 23, 2026 +3

I feel it has so many shows with potential but Apple’s insistence on making everything Apple Glossy ruins more than half of them.

3

Kyuubee Apr 23, 2026 +1

Apple is basically at HBO level in terms of quality, especially with sci-fi series. The quality is there, they just don't have the quantity yet. The problem is HBO did not build their catalog overnight, it took decades to get there. Apple doesn't really have a shortcut to bulk up its lineup unless it starts sacrificing quality, and if it does that it risks pushing people away.

1

tarzic Apr 23, 2026 +14

Damn. At first I thought it was: John Ternus is a fan of the Apple TV device, but wants to make it more competitive (such as by encouraging developers to actually make their apps and games support it). Welp, I guess I'll just continue using it with the same 6 or so apps, lol

14

longjumpingtote Apr 23, 2026 +47

> “If anything, John wants to make it more competitive,” says one Apple insider. I read that as he wants to broaden the content, it's not competetive because there's not enough content.

47

FreshestCremeFraiche Apr 23, 2026 +16

This is really the problem IMO. The original series have been great, movies have been a mixed bag with some highlights, it’s overall good original content compared to what the other streaming sites put out under their own label. But Netflix doesn’t just have originals, they have a ton of licensed content, kids content, etc which makes it more of a viable 1 stop shop. Apple TV+ kind of has to be your second, third, etc subscription

16

ascagnel____ Apr 24, 2026 +3

They did licensed content for a while, but like everything else about that service, it was poorly promoted.

3

mbn8807 Apr 23, 2026 +3

They just need a back catalogue, maybe buy Lionsgate or someone like that.

3

Saar13 Apr 23, 2026 +16

I hope they don't change their content strategy, but I really hope they change their marketing strategy. They know that focusing only on a few original shows is a challenge and growth is slower, but they're getting there. I don't think they'll change much, because Apple follows Jobs' philosophy of being the "intersection between technology and the liberal arts" and doesn't usually make any abrupt changes in direction. And forget about Apple buying a studio. They already have a lot of antitrust regulators watching them, and I doubt a $4 trillion company would attract more attention by buying a Hollywood studio.

16

buttchugreferee Apr 23, 2026 +34

Does that include not making us wait multiple years between seasons of shows like Severance and Pluribus?

34

notmyrlacc Apr 23, 2026 +20

I just want more Foundation. Season 1 was rough (except for the Empire stuff), but the rest really got good.

20

buttchugreferee Apr 23, 2026 +7

Having read the books, I was pleasantly surprised about Foundation. It was faaar from perfect, but I had plenty of fun with it.

7

LimerickJim Apr 23, 2026 +3

It builds around the central premise of the Foundation series but takes influences from other sci fi settings. There's a few things like the AI revolt or Spacers that come directly from Dune/40k. Asimov had really interesting ideas but was a relatively weak writer/storyteller. I find the changes string together his best concepts into a more compelling story.

3

skylinenick Apr 23, 2026 +8

Foundation (the show) accidentally created a far more interesting TV story to tell with the Empire, and I could give two shits about the actual Foundation plotline at this point. Lean in to what worked

8

Bofoz Apr 23, 2026 -3

That's why I stopped watching after season 1. Everything with the Cleons was great. Everything else... 🥴

-3

skylinenick Apr 23, 2026 +5

You should pick it back up, the show is definitely aware that the Cleons are a major character. I still think it’s a very uneven show, but worth a watch. The Empire storyline remains strong

5

Bionic_Bromando Apr 23, 2026

I loved Season 1, trying season 2 and its just so bad, I don’t know what happened

0

m1ndwipe Apr 24, 2026 +3

No, it means making less shows like that and more shows about LA realtors.

3

Toby_O_Notoby Apr 25, 2026 +1

TBF, Apple is pretty good with their release schedule. The problem is their two most hyped shows are the ones with the delays. So far they've managed yearly releases with: - Slow Horses - Your Friends & Neighbours - Shrinking - Mythic Quest - Dickenson - Pachinko - Silo Etc. The only astrix is For All Mankind which was pretty much yearly until the last season which took forever (possibly because of Star City).

1

Zalakael Apr 23, 2026 +4

Just in time for the Cosmere adaptations. *Great.*

4

ManuMora98 Apr 23, 2026 +1

I hope the Mistborn movie does well so they keep making them

1

SarlacFace Apr 23, 2026 +22

So they're gonna enshittify it. Gotcha.

22

OverPotato2322 Apr 23, 2026

Thats Pretty much how capitalism works (Disney and Netflix have done the same thing)

0

Locke66 Apr 23, 2026 +6

The Netflix cancellation rate is ridiculous. I was looking through a list of "recommended" shows when browsing the other day and it's no exaggeration to say 90% of them were 1-2 seasons then cancelled. As the platform matures it's really starting to show that they aren't building a great backlog of stuff to revisit.

6

ijakinov Apr 23, 2026

The industry cancellation rate is 60-70% for new shows, Netflix historically has been in the same range. Netflix also doesn’t usually pilots to test out ideas they just let people make whole season. Everybody cancels stuff all the time Netflix makes way more content than everyone else and people meme about it so it seems like they do it at a higher rate. A bunch of the old shows that people like from HBO were cancelled too like deadwood, Rome, Carnivale and sort of the wire.

0

ScreamingChicken Apr 23, 2026 +3

Give us the next season of Pachinko, please.

3

DancinWithWolves Apr 24, 2026 +3

Love apply tv exactly how it is. High quality, not a TON of shit, not shoved down your throat.

3

Puzzled-Ad1564 Apr 23, 2026 +5

Is any Apple show a rewatchable like Seinfeld, friends, The Office? They need one of those types of shows where if you can’t find something to watch, you just go with old reliable. But it’s not that kind of streaming service.

5

r1ngr Apr 23, 2026 +4

Ted Lasso

4

mirusan01 Apr 23, 2026 +4

Nah it’s not really close to one of those shows tbh

4

huebomont Apr 23, 2026 +2

Ted Lasso is dire

2

GonzAnt Apr 23, 2026 +2

Shrinking as well

2

Any-Type-6331 Apr 23, 2026 +1

Maybe Acapulco

1

s2the9sublime Apr 23, 2026 +2

That's a shame. I'm afraid this will be the beginning of the end. Kind of similar to Remedy Games making the decision to hire an ex-gambling platform CEO and recent EA executive.

2

dafones Apr 23, 2026 +2

Oh, I was hoping he was talking about the device. Annual refreshes would be good for adoption. (Doesn’t mean you have to buy one every year, just that every year is a good time to buy).

2

LuinAelin Apr 24, 2026 +1

Talking about the device. Some people think you need it to access the service l. They definitely need to change that

1

Megalomania-Ghandi Apr 24, 2026 +2

Translation: we are going to raise the price.

2

jawstrock Apr 23, 2026 +4

Shoulda bought WBD

4

OverPotato2322 Apr 23, 2026 +5

They don't want to risk taking on a ton of debt and plus, the nepo baby Ellison would still throw a tantrum)

5

ijakinov Apr 23, 2026 +2

I’d argue it was likely more strategic reasoning than debt stopping them. Corporate debt is not inherently good but it’s not like consumer resolving debt, it’s not some scary looming problem that’s fast growing and going to overwhelm a company, especially one like Apple. Companies often use debt as tool. Buying WBD (even excluding the legacy business) involves buying into a bunch of businesses that Apple has likely no interest being in, it involves a lot of assets that likely don’t value that gets baked into the price. The elephant in the room is that the company is valued high partly for its box office revenue which is a revenue stream that arguably might not have a bright feature. Netflix took the approach of embracing the industry because they’d be buying themselves into it. But Apple might be more bearish of the industry or if not might not like the effort they’d need to make WBD be to their standards.

2

jawstrock Apr 23, 2026

Yeah, true. Apple could have done such awesome things with those IPs though given they still care about quality and generally produce high quality stuff. Wouldve been nice.

0

UskyldigeX Apr 23, 2026 +1

Something smaller like MGM maybe.

1

OverPotato2322 Apr 23, 2026 +2

A24 is a possibility but Cue said their not doing M&As (ofc that could always change in the future but that's not the case right now)

2

timshel_life Apr 23, 2026 +1

I agree, needs more reality tv shows, especially the dating ones. Also, maybe a new D*** Wolf show.

1

oppairate Apr 23, 2026 +1

everyone is really ready to assume the worst about this. “competitive” could mean all kinds of things.

1

lospollosakhis Apr 23, 2026 +1

Competitive sounds like code word for quantity rather than quality.

1

SillyGoatGruff Apr 23, 2026 +1

Sounds like new ceo speak for "price increases and ads"

1

tinieblast Apr 24, 2026 +1

please pick up the OA mr ternus (he shouted into the void)

1

Excuse_my_GRAMMER Apr 24, 2026 +1

Sweet mother of god John open up the that sweeet Apple wallet Slaaaaaam!! It on an HBO acquisition.. the DC franchise alone will pay off x10

1

kingcolbe Apr 24, 2026 +1

Here’s a thought maybe stop having two years between seasons for example a show I’m interested in is filming right now. It probably won’t air until September of next year.

1

LuinAelin Apr 24, 2026 +1

They need to promote better and hanve more acquired stuff. People join netflix for things like stranger things, they stay to watch things like Brooklyn 99 and movies

1

gargolito Apr 24, 2026 +1

Translation: lower the quality to maximize profits.

1

Informal_Process2238 Apr 25, 2026 +1

There are very few things to watch there and the user interface is very annoying because it has tiny font size to begin with and when you hover over a title a shadow hangs over the text making it obscured.

1

dittbub Apr 23, 2026 +1

So, ads then?

1

Ethos_Logos Apr 23, 2026 +1

Hey if they wanna make it free, I’ll give it a try.

1

NeuHundred Apr 24, 2026 +1

It used to be free for a year when you got a new Macbook or iPad, IIRC.

1

Ethos_Logos Apr 24, 2026 +1

I had a 3 month trial, but I was under the impression that it was the type to auto-renew once the trial was over. Some folks might be good at cancelling them in time to stop the auto-renew, I’m not one of them. Since I know that about myself, I just decline those offers.

1

harry_powell Apr 23, 2026 +1

They should have some quality control. There’s good shows on Apple TV but that’s because they produce an enormous amount of it.

1

NotClayMerritt Apr 23, 2026 +1

Translation: We're gonna raise prices and commission less things you like in a trade off for expensive slop that stars that one name everyone knows.

1

Neurojazz Apr 23, 2026 +1

No amount of marketing is going to replace the poor content. Zero braincells in these corporations.

1

Admylet09 Apr 24, 2026 +1

Wish they would’ve bought WB

1

dudumob Apr 23, 2026 -1

if they want to be more competitive they need to stop giving af about quality. they seem to be the only streaming service to still care about quality shows not meant for second screening.

-1

DROOPY1824 Apr 23, 2026 +2

Low key kind of ironic considering they pioneered and sell the screens.

2

CineDog Apr 23, 2026 -2

Buy Warner Bros please

-2

the_great_ashby Apr 23, 2026 -2

Just buy WBD my guy. Do a favor to you and everybody else.

-2

John Ternus is an Apple TV fan, but wants to make it ‘more competitive’: report

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