Stats and Ratings: ATV+

• Apple TV boasts over 25 million subscribers, along with an additional 50 million enjoying promotional access (through free trials).
• 60% of Apple TV’s audience is female, while the remaining 40% are male.
• About 45% of Apple TV viewers are in the 35—to 54 age range.
• With Apple TV+, you can stream content on up to six devices at the same time per subscription. 
  

Core Value Proposition (CVP) of Apple TV+

In streaming, CVPs can range from an extensive library (Netflix), a strong ecosystem tie-in (Amazon Prime Video), or unique original content (HBO). The CVP shapes how users perceive a service and why they might choose it over alternatives.

The CVP: Premium Original Content

• Unlike competitors that boast vast back catalogs, ATV+ zeroes in on high-quality, exclusive shows and films. Apple invests in star power—Steven Spielberg, J.J. Abrams, Oprah Winfrey, and A-list Hollywood actors—to produce content that is often critically acclaimed.
• The emphasis on cinematic production values and storytelling aims to position ATV+ as a curated “boutique” streaming service rather than a mass-market library.

🤨 Is that it? Maybe another perspective can be added:

🎯 Apple would like users to see it another way:

• Seamless Integration with Apple Ecosystem
• • ATV+ is deeply intertwined with Apple’s hardware and software ecosystem—iPhones, iPads, Macs, Apple TV devices.
  • Users benefit from single sign-on, unified billing, cross-device synchronization, and the familiar Apple design aesthetic.
  • This synergy appeals to users already invested in Apple’s ecosystem, offering frictionless viewing experiences (e.g., continuing a show from iPhone to Apple TV).

How is this CVP different? And why does it matter...

The OTT space is turning into a saturated market, which is why a unique CVP for every player in the space is crucial. ATV+ aims to be the go-to for high-production-value shows and a “white glove” user experience within Apple’s environment.

However, limited library size can hinder retention, as users may exhaust content quickly or prefer the broader catalogs of Netflix or Prime Video.

Apple’s strategy relies on the “halo effect” of its brand, the quality of its exclusive titles, and deep integration with Apple hardware to retain those who appreciate curated content and a premium feel.

Quick Peak: Acquisition Strategy

How does Apple sell ATV+ to users?

• Free Trials and Bundling - Channels
• • Apple offers generous free trials (one week, or three months with new device purchases), significantly lowering the barrier to entry.
  • Apple One bundles ATV+ with other services like Apple Music and iCloud, reinforcing Apple’s brand loyalty among existing customers.
  • Word of Mouth among Apple and ATV+ users.
  • Marketing of high-profile TV shows and movies available exclusively on ATV+.
    
• Privacy and Brand Trust - Messaging
• • Apple’s brand stands for user privacy, premium build, and quality support.
  • While privacy may be more relevant for iCloud or iMessage, it subtly extends to ATV+’s positioning: users trust Apple not to overload them with ads or questionable data practices.

Apple TV+ subscription 

• In India, Apple TV+ costs ₹99 per month after a free 7-day trial.
• You can share a single subscription with up to five people.
• You can get three months free when you buy an Apple device and redeem the offer within 90 days.
• You can get a free one-month trial when you bundle Apple TV+ with three other services, for instance, an Apple One bundle (discussed later)
• The Apple Music Student Plan includes Apple TV+ for free. (₹59 per month)

Meet the other horses in the race...

User Flow: ATV+

Steps to Subscribe and Login

1. Device Selection: Users typically access ATV+ via Apple devices (iPhone, iPad, Apple TV) or through the Apple TV app on smart TVs and streaming sticks (Roku, Fire TV, etc.).
2. Account Creation: New users create or use an existing Apple ID. Apple’s single sign-on approach simplifies the process for those already in the ecosystem.
3. Free Trial or Subscription: Users choose a 1-week free trial, or if they recently purchased a new Apple device, they may receive 3 months of ATV+ for free.
4. Payment Method: Apple ID’s payment info is automatically linked, so the user just confirms or updates billing details. In India, seamless integration through a UPI platform is now enabled. Apple asks permission for an auto-pay system to be set up, this is to eliminate friction points the user may face in the future (every month) to renew the service.

Experiencing the primary CVP: Browsing, Watching, and Sharing Content

1. Home Screen: The Apple TV app’s homepage showcases Apple Originals, trending episodes, and personalized picks.
2. Recommendations: Based on watch history and preferences, the system suggests new or returning shows. (Compared to Netflix’s advanced algorithm, Apple’s recommendation engine is simpler, but integrated with iTunes purchases and user watchlists.)
3. Playback and Sharing: Users can watch content on any supported device, pausing on one device and resuming on another. Family Sharing allows up to six family members to share an ATV+ subscription at no extra cost, each with their own watchlists.

Experiencing the secondary CVP: Integration with Apple Ecosystem

• Seamless Hand-off: A user watching Ted Lasso on their Apple TV can switch to their iPhone to continue the same episode during a commute.
• Siri Integration: Voice commands let users search for shows (“Hey Siri, play the latest episode of Severance”) or find cast information.
• Cross-Promotions: Apple may push notifications or banners on iOS devices about new ATV+ premieres, leveraging the ecosystem for marketing.

Overall, the user experience is intuitive and streamlined, capitalizing on Apple’s design language.

The main friction arises from the limited content selection, which can hamper long-term engagement once the initial excitement over a new show fades. This is discussed further later on.

ATV+: Features

Content Discovery and Personalized Recommendations

• Editorial Curation: Apple curates “What to Watch” sections, highlighting Apple Originals.
• Basic Personalization: The system offers user-specific suggestions based on watch history. Though less sophisticated than Netflix’s algorithm, it ensures at least a minimal level of personalization.

Interface and Cross-Device Continuity

• Universal Watchlist: Users add shows to “Up Next,” accessible across all Apple devices.
• Progress Sync: Pause on one device, resume on another. This frictionless continuity provides convenience and highlights Apple’s ecosystem advantage.

Parental Controls, Profiles, and Other Functionalities

• Parental Controls: Restrict content based on ratings (PG, R, etc.), set passcodes for in-app purchases.
• User Profiles: Although ATV+ lacks the robust multi-profile feature of Netflix or Prime, Family Sharing creates separate watchlists for each family member’s Apple ID.
• Picture-in-Picture (on iOS/iPadOS): Allows users to watch a show while using other apps.

Liking/Disliking Content

• Ratings/Feedback: Apple’s ecosystem typically encourages a star rating or a simple “like/dislike” mechanism to refine recommendations.
• Impact on Recommendations: If a user consistently “likes” sci-fi content, ATV+ surfaces more shows like Foundation or Invasion (sci-fi shows).

Overall, ATV+ focuses on simplicity and user-friendliness, reflecting Apple’s design ethos. Missing from ATV+ are large content catalogs or robust community features (like watch parties), but Apple compensates with premium aesthetics and ecosystem synergy.

Natural Frequency

A table displaying the frequency at which adults in the United States watched Apple TV as of 2022.

ATV+ Usage Patterns

• Weekly or Bi-Weekly: ATV+ typically releases new episodes of shows weekly. Hence, a user might return once or twice a week to watch the latest episode of an ongoing series.
• Binge Windows: When a new season or show is fully available, some users may binge over a few days, then vanish until the next show of interest arrives.
• Occasional Movie Nights: Apple Original films may draw users sporadically, especially if a high-profile premiere occurs.

From the above: It can be derived that the natural frequency of ATV+ is weekly

(taking the mean of the normal distribution of viewing times)

Who is an active user?

Defining “Active User” in the ATV+ Context

An active user is one who regularly engages with ATV+ and experiences its core value proposition: premium, original content within Apple’s ecosystem.

An active user for ATV+ is someone who watches 45 minutes of content (equivalent to one episode of any show) on the platform in 1 week.

Key indicators include:

• Returning at least once a week to watch new episodes.
• Maintaining a paid subscription (or a valid free trial) without lapsing or canceling.
• Engaging with multiple shows and exploring new releases, or, watching just a single flagship series.

Comprehensive Design: Engagement Thresholds

• Frequency: Apple might internally define an active user as someone who logs in at least twice a month or watches a certain number of hours.
• Duration: Streaming a show for a cumulative 45+ minutes per session could be a benchmark to differentiate casual from core/power users.
• Subscription Status: Family Sharing or Apple One members also qualify if they’ve used the service within a set timeframe.

Engagement framework

The main engagement framework to build for depth. Users experience the CVP of the platform while watching a show/movie on it. Enhancing this experience creates an increase in the depth of engagement of the user, which ultimately leads to customer loyalty and long-term retention.

Solving for depth also causes an increase in the frequency of use for a customer as the TOMA of the platform is heightened. However, Apple would ideally want to parallelly focus on feature engagement to highlight its integrated ecosystem and master user experience.

A form of feature engagement Apple has already introduced is the MLS Season Pass, a separate subscription plan to gain access to live and exclusive MLS content such as matches, highlights, reviews, etc.

Engagement framework prioritisation

MLS Season Pass

The MLS (Major League Soccer) Season Pass is a subscription service on Apple TV+ that offers comprehensive live and on-demand coverage of every Major League Soccer (MLS) match during the regular season, playoffs, and Leagues Cup. It provides a dedicated destination for MLS fans.  

Cost:

• United States:
• • $14.99 per month during the season.  
  • $99 for the entire season.
• India:
• • ₹1,299 per month during the season.  
  • ₹7,499 for the entire season.

Apple Discount:

• Apple TV+ subscribers receive a discount on the MLS Season Pass.
• • In the US, the full season pass is $79 for Apple TV+ subscribers.
  • In India, Apple TV+ subscribers pay ₹99 per month, or ₹499 for the full season.

How to Use: You access the MLS Season Pass through the Apple TV app on Apple devices (iPhones, iPads, Apple TV 4K), smart TVs, streaming devices, and on tv.apple.com.  

Content Available:

• Live coverage of all MLS regular season matches, playoff games, and Leagues Cup matches.  
• On-demand replays and highlights.
• Studio shows, analysis, and other MLS-related content. 

SharePlay on FaceTime*

SharePlay is a feature on FaceTime that allows users to watch content together in sync, even when they're in different locations.

When using SharePlay with Apple TV+, everyone on the FaceTime call can watch the same show or movie at the same time, with playback synced across all devices.  

How it Works:

1. Initiate a FaceTime call: Start a FaceTime call with the people you want to watch with.
2. Open the Apple TV app: While on the FaceTime call, open the Apple TV app and select the show or movie you want to watch.
3. Start SharePlay: The Apple TV app will prompt you to start SharePlay. Everyone on the FaceTime call will be asked to join.
4. Synced Playback: Once everyone has joined, the content will play in sync across all devices. Everyone can control playback, pause, rewind, and fast-forward.
5. Separate Volume Controls: Each participant can adjust their own volume levels without affecting others.

Conditions:

• All participants must have compatible Apple devices (iPhones, iPads, Macs, Apple TV 4K) running the required software versions.  
• Everyone must have an active Apple TV+ subscription (or access to the content through another means, such as the MLS Season Pass if that is the content being watched).
• A stable internet connection is required for smooth playback.

Other Content:

• In addition to Apple TV+ content, SharePlay works with other compatible apps, including:
• • Many other streaming apps that choose to integrate with shareplay.
  • Apple Music, to listen to music together.
  • Many apps allow sharing the screens of other apps.

(* SharePlay is a feature that is accessed or initiated outside the ATV+ app and therefore not exactly a feature engagement strategy built around ATV+. However, it is worth noting that Apple's brand loyalty drives its users to remain comfortably within the ecosystem. With seamless integration, the cause-effect relationship between SharePlay and ATV+ can sometimes be interchanged, hence its inclusion in this study)

Considering the above features, it is easy to note that Apple will do considerably better with more feature engagement.

• However, in its current stage, Apple wants users to keep returning to the platform and consume different shows for different purposes. (We explore this further in ICPs)
• With frequency, ATV+ users initiate a sense of TOMA towards the product and return to it repeatedly, ultimately transcending into loyal customers
• Although ATV+ has initiated plans such as "new shows released every Wednesday and Friday" to solve for retention, it is not enough.

Let's meet the cast... 🙍‍♂️ 🙍‍♀️

In summary...

User Segmentation

ICP/Persona Based

The Good, The Bad, And The Ugly...

🤔 Casual watchers - Watch time of about 2 hours per week

😎 Core watchers - Watch time of about 4 hours per week

😈 Power watchers - Watch time of about 7 hours per week

User Interviews

We spoke to a few (somewhat 😬) active users about the platform and deduced the following.

Question 1: How were you introduced to the platform

Micro-objective: Guage acquisition channels

Response 1: Ads

Response 2: ATV+ was the only platform that had a show I wanted to watch

Question 2: What attracted you most about the platform?

Micro-objective: Understand acquisition messaging and feature effectiveness

Response 1: Exclusive shows

Response 2: User interface

Question 3: How long have you been using ATV+ for?

Micro-objective: Measure retention time

Response 1: 6 months

Response 2: 3 years

Question 4: How often do you watch something on the platform?

Micro-objective: Measure the frequency of use

Response 1: Twice a month

Response 2: Weekly once

Question 5: How long (on average) is your viewing session when you log on to the platform?

Micro-objective: Measure the depth of engagement

Response 1: 1-2 hours

Response 2: 1 hour

Question 6: What feature/product on the platform kept you hooked?

Micro-objective: Detect feature engagement strategy

Response 1: It has a few great sci-fi shows that aren’t available on other OTTs. [Translates to content niche and quality]

Response 2: User interface

Question 7: What can be improved about the platform?

Micro-objective: Determine friction points and drop-off points on the platform

Response 1: The variety of shows/ movies available, more options for different genres other than Sci-fi, make it more affordable as it’s not worth what it offers. ATV= is only appealing to a specific group of people, whereas other platforms have options for a much wider audience. [Translates content library size and value for money proposition of the product]

Response 2: Better and more content

Question 8: What other OTT platforms do you spend your time on and why?

Micro-objective: Study competitive landscape and CVP differentiation

Response 1: Netflix, Amazon Prime Video, Disney+. Reason: Better interface, much easier to navigate within other Apps. Better selections for shows and movies. And they’re not easier to use for only Apple users!

Response 2: Sony Liv, Netflix, Amazon Prime Video, Disney+. Reason: Better and more content.

Question 9: What other services/products of Apple do you use?

Micro-objective: Understand the expanse of ecosystem breadth

Response 1: Services: iCloud, Apple Music. Products: iPhone, iPad.

Response 2: Services: iCloud, Apple Music. Products: iPhone, MacBook.

Question 10: Do you find ATV+ expensive?

Micro-objective: Comprehend value for money aspect of the platform

Response 1: Yes

Response 2: Yes

Note: Apple has solved for gatekeeping by making ATV+ available on android and windows platforms from February 2025. It also entered into a partnership with Tata Play Binge to offer some ATV+ content to users at discounts.

How do we fix this?

Product Hook

Okay, time to visualize.

Its 10:45 PM, and we're about 20 minutes away from the new iPhone being introduced at the Apple Keynote event. A year's worth of wait to find out how many cameras this next one has. All of a sudden, Tim Cook walks on stage. And in typical Tim Cook (and Apple) fashion, he introduces a new product that Apple fans and true cinema fans will love. He is accompanied by some fantastic visuals that are found on the ATV+ home screen. But what is he talking about. Here he is, introducing the next big thing in his calm voice and with an excited smile...

"I’m thrilled to introduce Apple Cinemas — a whole new way for Apple TV+ users to bring their friends together, watch, and discuss shows in real-time.

Think of it as your personal cinema hall, where you can create lists, rate episodes, and share every moment of your favorite stories—only on Apple TV+."

🎯 Goal of the product hook

Primary: To increase users' depth of engagement on ATV+ by providing users with a sense of community building and provide a collaborative viewing experience to users.

Secondary: To enhance this collaborative viewing experience by integrating relevant Apple features seamlessly.

📛Current problem statement

ATV+ users find the platform to be quite narrow. The content library is not as extensive and varied compared to the competing platforms.

However, Apple's trump card is the quality of the content and its ease of consumption. Shows are not too long, and episodes are well paced to foster an immersive experience.

Still, not many people are talking about it. With the absence of popular franchise content known to users in the form of comfort or favorite shows (eg. The Office, Friends, Modern Family etc.), users usually find it a bit more taxing to experiment and try new content that requires attention and commitment.

Not all shows can be consumed while having lunch, cooking, cleaning your laptop or going through your weekly finances!

Therefore, users generally churn after watching 1-2 episodes or 1-2 shows and don't return, missing out on the CVP of the product. They don't talk about shows at length and often go back to popular shows on other platforms

Current Alternative

Other OTT platforms offering more content, popular shows and some free content. Short form content on YouTube and social media platforms. Discussions of shows on social media, WhatsApp groups, and in offline settings.

✅ Proposed solution

Apple Cinemas is a new community-focused feature designed to elevate your ATV+ experience by bringing friends together to watch, discuss, and explore shows in a shared environment. It goes beyond the traditional “watch party” model, offering a seamless way for ATV+ subscribers to create small communities, curate personalized watchlists, rate episodes, and stay connected through every plot twist and cliffhanger via FaceTime and/or iMessage.

How it works
Apple Cinema integrates seamlessly with your existing Apple ID and ATV+ subscription. Once you opt in, you can create a community by sending invitations via iMessage, email, or a simple link (optimized for Whatsapp). From there, the group can:

• Host a live watch session: Using SharePlay, the host enables “play” at the same time, with optional real-time FaceTime calls/Reactions on the side.

Tweak in feature flow. Instead of starting a FaceTime (FT) call first and then enabling SharePlay, the Cinema page will already contain a button to host a FaceTime call and invite friends. This eliminates potential drop off and friction points and creates a smooth action flow.

• Create shared lists: A group watchlist or “top picks” list for upcoming releases.
• Rate and review: Users can give star ratings or leave short text reviews for episodes or entire seasons, which the group sees immediately.
• Post-episode chat: Discussions remain archived for 1 week, so if someone misses the live watch, they can read or add their thoughts later. (Addresses FOMO and increases engagement timeframe with the same product)
• MLS Games: If all users also own an MLS Season Pass, then the Cinema turns into a Stadium!

Because Apple Cinemas leverages Apple’s cloud infrastructure, everything syncs automatically across Apple devices—iPhone, iPad, Mac, and of course Apple TV. Even if friends are in different time zones or prefer to watch at different paces, Apple Cast’s asynchronous design ensures no one is left out.

Who can use it?

Anyone with an active ATV+ subscription and an Apple ID can join or create an Apple Cinema.

It’s especially convenient for those already in Apple’s ecosystem, but inviting friends outside your immediate family is just as easy—no complicated setup required. All participants must simply agree to join the group and abide by any age or regional content restrictions that ATV+ typically enforces.

🔍Success metrics

Some success metrics that can be used to measure the effectiveness of the product hook are:

• Number of Cinemas created and joined per user
• Duration of content watched in a Cinema session
• Number of content consumptions sessions per Cinema room
• Number or ratings (like/dislike) per show watched in a Cinema room
• Number of times a show/movie was added to a watchlist for a Cinema room
• Duration of FT calls during a Cinema session
• Number of FT call participants
• Number of messages shared during a Cinema Session and post Cinema session (1 week)
• Number of Cinema joining requests shared
• Number of Cinema invites shared
• Average rating of a Cinema session after session ends (1-5 stars, 5 being the best)

Product hook 2: The Golden Ticket

A "golden ticket" is a platform currency introduced to users. It is essentially a key to unlock special offers and exclusive content (for a limited period or at a discounted price).

How do you earn it: The difficulty of earning a golden ticket increases with time spent on the app. This is done to increase the mental value of the ticket gradually and also confirm that users are eventually integrated into the ecosystem and the platform completely. The following milestones mention how and when users earn their first, second, and third ticket.

First ticket: Finishing 1 movie or watching 3 hours of content on the platform. (Goal: create a casual user)

Second ticket: Completing 3 movies/finishing 1 TV show or watching 10 hours of content (whichever is done sooner). (Goal: create a core user)

Third ticket: Finishing 12 movies/finishing 4 TV shows or watching 30 hours of content (whichever is done sooner) (Goal: create a power user)

Sample Use Cases:

• 1 golden ticket: Buy/rent a movie at 50% off.
• 2 golden tickets: Buy/rent a movie for free (one time offer)
• 1 golden ticket: Watch an MLS game for free as a trial for the MLS Season Pass
• 3 golden tickets: Early access to exclusive/weekly content scheduled to drop on a later date.
• Gift a Golden Ticket: users can gift one of their earned golden tickets to a friend in the same Cinema room.

Product hook 3: Spotlight

While the user is watching a movie or a show (not rented/bought) and experiences a sequence of scenes so enthralling, captivating, mind-bending, and impactful, they want to do 3 things: rewatch it, share it, remember where they can come back to for it. Spotlight helps users do all 3 - with the click of a button.

How it works:

As soon as the user finishes experiencing a captivating sequence in the show, they can pause the show and select the "spotlight" action button. The option immediately allows the users to bookmark and save a clip from the episode in their library. The durations of the clips will be last 2 minutes, last 5 minutes, last 10 minutes, last 15 minutes, and last 20 minutes.

What next:

The user can revisit the clip later on and also share the clip in a Cinema room with their friends. Friends can watch the clip and share their thoughts. Friends who have not watched the show which the excerpt is from are immediately curious and interested to watch the show.

Additional Features That ATV+ Can Implement

Local Language Dubbing:

• Enhanced Comprehension: Many viewers prefer to hear dialogue in a language they fully understand, which allows them to engage more deeply with the story and characters.
• Broader Demographic Appeal: Younger children, older viewers, or those less proficient in English can enjoy shows without feeling alienated.

Local Language Subtitles:

• Preserving Original Performances: Some viewers prefer to hear the original actors’ voices but still need textual translations to grasp nuances.
• Ease of Adoption: Subtitles are typically cheaper and faster to produce than full dubbing, allowing ATV+ to localize content for many regions more quickly.

Why This Strategy Works

1. Cultural Relevance and Emotional Connection
2. • Viewers often resonate more strongly with stories told in their native tongue. A show that might feel distant or “foreign” in English can become more intimate and relatable once dubbed or subtitled in a local language.
   • Emotional beats land more powerfully, and comedic or dramatic timing translates better when cultural references and idioms are adapted appropriately.
3. Increased Market Penetration
4. • In regions like India, where dozens of languages are spoken, providing content in Hindi, Tamil, Telugu, Bengali, or Malayalam can significantly expand the potential user base.
   • Even globally, language localization is essential to tapping new audiences—particularly in non-English-speaking countries. This is a proven strategy used by major streaming competitors like Netflix and Prime Video.
5. Retention Through Diversity
6. • Offering local language options encourages viewers to explore more content. If they can comfortably follow a series or movie in their native language, they’re more likely to binge multiple titles and remain active subscribers.
   • Word-of-mouth grows stronger when people can recommend ATV+ shows to friends or family who prefer local languages.
7. Competitive Differentiation
8. • By investing in thorough, high-quality dubs and culturally sensitive subtitles, Apple TV+ can stand out in markets where other platforms might offer limited localization.
   • This attention to detail fosters brand loyalty, as users see that Apple TV+ is committed to serving their linguistic and cultural preferences.

Producing and releasing regional content with regional stars is a massive investment for ATV+. In comparison, dubbing in local languagaes and introducing subtitles/captions in local languages is cheaper and show results to an extent.

Engagement Campaigns

Campaign 1

1. Name: The Next Blockbuster
2. Segmentation: Core users
3. Goal of the campaign: Covert core users to power users - increase depth.
4. Product hook used: Apple Cinema, Golden Tickets
5. Pitch/Content: Personalised movie/show watchlist containing TOP 5 content pieces curated especially for the user OR their Cinema room.
   3 watchlists provided:
   a. A: Based on their previously liked shows and most-watched genres.
   b. B: Based on their friends' liked shows and most-watched genres (in case the user is not part of a Cinema room, watchlists suggested are based on what majority of the users with similar viewing trends and likes/dislikes as the subject user are watching)
   c. C: A watchlist containing content that is absolutely unknown and supposedly irrelevant to the user.
6. Offer: 1. Enhance your Cinema room experience. 2. Get closer to your next Golden Ticket
7. Message: For the three different types of watchlists provided.
   a. A: "We see you've met the tip of the iceberg...Let's dive deeper and discover content that's waiting for someone just like you!"
   b. A: "We've created a journey meant only for you, would you like to explore like never before?"
8. Channel: In-app pop-ups; notifications and emails (If enabled); Playlist titles on the main page as the user scrolls through the platform to find a show.
9. Frequency: Once a day
10. Timing: When a user logs in or around 7 PM as user gets ready for dinner.
11. Success metrics: User watches 1 episode/1 hour of recommended content; User adds watchlist to personal "Library" or Cinema room, User likes a watchlist.

Campaign 2

1. Name: Cut! Save for later!
2. Segmentation: Casual and Core users
3. Goal of the campaign: Convert casual to core users and core users to power users
4. Product hook used: Apple Cinema, Spotlight
5. Pitch/Content: Create and share "Spotlight" clips with friends in Cinema rooms. Revisit their library and view the newly/previously created Spotlight clips.
6. Offer: 1. Share Spotlights with friends to discuss some amazing cinema. 2. Revisit prominent Spotlights and enhance content consumption experience.
7. Message: "We can't get over that sequence too. Share your Spotlights in the Cinemas and tell your friends what they're missing out on!";
   "Advaita shared a Spotlight from Severance. Find out what got her hooked!";
   "It's been a week since you created this Spotlight from Ted Lasso, what happens next is even better! Let's go!"
8. Channel: In-app pop-ups; notifications and emails (If enabled); Top content piece in a Cinema room chat.
9. Frequency: Once a week or when a user creates a spotlight.
10. Timing: When a spotlight is created. Saturday evening 6 PM.
11. Success metrics: User(s) creates clip, User(s) watches clip, users discuss clip in Cinema, user rewatches episode containing clip, new user (friend) starts watching the show that birthed the clip

Campaign 3

1. Name: The Show Starts Soon!
2. Segmentation: Casual and Core users
3. Goal of the campaign: Convert casual to core users and core users to power users
4. Product hook used: Apple Cinema
5. Pitch/Content: Create a feature integration between the Cinema room on ATV+ and the Calendar app on all Apple devices. Users can schedule a date and time to watch a show/movie and create an event on their Calendar.
   Apple's ecosystem enables one user to create the event and automatically include all members part of the Cinema room to be a part of the event on their respective calendar apps. Users are reminded about their ATV+ scheduled showtimes by the Calendar app and enjoy content with friends.
6. Offer: 1. Schedule show screenings in your Cinema rooms seamlessly and easily on your Apple Calendars. Invite friends and get reminders to not miss out on any of the action!
7. Message: "The next screening has been confirmed! Dhruv's Cinema room is ready to watch The Gorge next Sunday at 8PM";
   "Jhanvi, Nandeesh, and Mahika are getting ready to watch Presumed Innocent tonight! Don't forget to dress up!";
   "Get the popcorn ready, the screening of Servant in Sunny's Cinema Room begins soon!"
8. Channel: Calendar reminders and invites; In-app pop-ups; notifications and emails (If enabled);
9. Frequency and Timing: When a user creates a calendar invite; 1 day before scheduled showtime, 6 hours before scheduled showtime, 1 hour before scheduled showtime, and when showtime begins.
10. Success metrics: User(s) creates calendar invite, User(s) open ATV+ plus through calendar event, increase in user interactions in the Cinema room around the time of the scheduled show.

Campaign 4

1. Name: The Early Bird Tickets!
2. Segmentation: Core users
3. Goal of the campaign: Convert core users to power users
4. Product hook used: Golden Tickets
5. Pitch/Content: Early access to exclusive/weekly content scheduled to drop on a later date to users with 3 or more Golden Tickets.
6. Offer: 1. Avail the first 4 episodes of the entire season right now (instead of the first 2). Watch the entire season now instead of weekly drops!
7. Message: "You're special to us, let us prove it! Exchange your hard-earned Golden Tickets to gain access to the first five episodes of Shrinking right now!";
   "You've qualified! Watch Wolfs before the entire world and make use of your golden treasure!";
8. Channel: In-app pop-ups; notifications and emails (If enabled); "Coming soon" section on main page of the platform.
9. Frequency: Twice a week (Monday and Tuesday)
10. Timing: 8 PM
11. Success metrics: The user visits the landing page of the suggested show and starts watching.

Campaign 5

1. Name: We Can Do You One Better!
2. Segmentation: Casual and Core users
3. Goal of the campaign: Convert casual to core users and core users to power users
4. Product hook used: None
5. Pitch/Content: If a user searches for a show/movie not currently available on ATV+, the platform acknowledges they don't have the requested content BUT instead recommends a show of a similar genre and style and nudges user to try the first episode.
6. Offer: 1. Watch quality content of the same genre as requested by the user to fulfill JTBD
7. Message: "We're sorry, we don't have The Mandalorian, but we might have something you will fall in love with. Fulfill your quest for exploration and watch Foundation!";
   "Looking for a feel-good comedy like The Office? We've got just the right thing for you - The Morning Show will have you in splits! Watch the first episode now!";
8. Channel: Right under the search bar when the user searches for a show followed by in-app pop-ups; notifications and emails (If enabled);
9. Frequency and timing: When a user searches for a particular TV show/movie. 1 hour after the user finished the search.
10. Success metrics: The user clicks on suggested show, the user watches the trailer, the user adds show to watchlist, the user watches the show.

Campaign 5.1

1. Name: A Secret Between Us!
2. Segmentation: Casual and Core users
3. Goal of the campaign: Convert casual to core users and core users to power users
4. Product hook used: Golden Ticket
5. Pitch/Content: Offer a discounted price/free offer to a user containing an appropriate number of Golden Tickets to watch/rent a movie or show on ATV+
6. Offer: 1. Watch content which is paid/on rent for a cheaper price or for free in exchange for Golden Tickets. 2. Gift and receive Golden tickets to/from friends from your Cinema.
7. Message: "Let's strike a deal, offer us one of your golden tickets and watch/rent this movie for half the price!";
   "You can watch this movie for free using your golden tickets! (Psst. keep it a secret between us though!)";
   "Wanna see Messi in action tonight? We'll do you a solid! Watch tonight's match for free using your Golden ticket!"
   "Looks like you don't have enough golden tickets to access this content. You could borrow a spare one from someone in your Cinema rooms! Ask them now!
   "Want to enrich your viewing experience with a friend? Gift them a golden ticket and watch your favorite content now!"
8. Channel: Right under the search bar when the user searches for a show followed by in-app pop-ups; notifications and emails (If enabled); Cinema room landing page;
9. Frequency and Timing: When a user searches for a particular TV show/movie. 1 hour after the user finished the search. 1 hour before an MLS game.
10. Success metrics: The user clicks on suggested show, the user watches the trailer, the user adds show to watchlist, the user watches the show, user watches an MLS game.

Retention

If we look at Netflix specifically, the retention curve looks something like this:

When compared to Amazon Prime Video (APV), the numbers seem even more impressive. Below is the 30-day, one-year, and two-year retention rates of customers on APV for quarter 1 of each year from 2016 to 2023.

Another interesting metric to study is the number of cancellations, which might seem confusing at first but showcases Amazon's robust retention technique by introducing popular franchise content, releasing high-budget originals, gaining exclusive rights for new releases, live streaming sports content, and friction points in unsubscribing. A drawback of the last point could be explained in the below graph.

ATV+ has a much smaller content library compared to Netflix and other competitors, for reference, it has about 271 shows and movies on its platform as of 2024, compared to 18,000+ titles on Netflix and 2,700+ titles on Amazon Prime Video.

The competitors ⚔️

• Netflix:
  • Day 1: ~95%, Day 7: ~70–75%, Month 1: ~65%, Month 6: ~50–55%, Month 12: ~40–45%.
  • Netflix’s wide variety keeps a segment of users consistently engaged.
• Amazon Prime Video:
  • Day 1: ~90%, Day 7: ~65%, Month 1: ~60%, Month 6: ~45–50%, Month 12: ~35–40%.
  • Prime membership bundling helps with retention, as users keep it for e-commerce benefits even if they don’t watch frequently.
• Disney+:
  • Day 1: ~95%, Day 7: ~75%, Month 1: ~65–70%, Month 6: ~55%, Month 12: ~40–45%.
  • Strong IP (Marvel, Star Wars) drives loyalty, especially among families.
• HBO Max:
  • Day 1: ~90–95%, Day 7: ~65–70%, Month 1: ~60–65%, Month 6: ~40–45%, Month 12: ~30–35%.
  • Prestige content fosters dedicated fans, but limited kids/family content can limit broader retention.

Let's analyze some usage patterns of ATV+ subscribers in the US (2022)

All the above factors help us design a retention curve for ATV+ as a whole.

ATV+ Retention Figures and Prospective Insights

Which ICP accounts for the best retention?

As discussed earlier, ICP2 and ICP4 are the most retained customers as they regularly experience the CVP of the product.

Which feature drives the most retention for ATV+

Though small in number, the MLS Season Pass continues to drive the best retention figures for ATV+ due to regular (everyday) games and a lot of bonus content.

Churn

Negative Actions

Power-user turning to core-user

• Unfinished episodes, movies, and shows.
• Not-rating shows
• Negative ratings of shows
• More pauses throughout the show
• Longer pause durations
• Unsatisfactory search results - meaning that no action is taken after searching for a particular show

Core-user turning to casual-user

• Unfinished episodes, movies, and shows.
• Negative ratings of shows
• Unsatisfactory search results - meaning that no action is taken after searching for a particular show
• Not starting shows after watching the trailer
• Reduction in login frequency
• Not renewing ATV+ subscription

Casual-user turning to In-danger user

• Unsatisfactory search results - meaning that no action is taken after searching for a particular show
• Not starting shows after watching the trailer
• Reduction in login frequency
• Not renewing ATV+ subscription
• Not subscribing to ATV+

Resurrection Campaigns

Campaign 1

1. Name: The Movie Date
2. Segmentation: Hibernating and in-danger users
3. Goal of the campaign: Covert hibernating and in-danger users to casual users
4. Product hook used: Apple Cinema
5. Pitch/Content: Current power, core, and casual users can invite a friend who has stopped/reduced ATV+ usage to join their cinema room and gain access to the ATV+ library for 3 days. Also experience the Apple Cinema experience.
6. Offer: 1. Accept a friend's Cinema invite and get 3-days of ATV+ access for free!
7. Message: "Eshaan invited you to the movies, hope you won't say no! Join Eshaan's Cinema and enjoy unrestricted access to ATV+ for 36 hours!"
   "Want to fire the party up? Invite your friends to your Cinema and enjoy a collective viewing experience like never before!"
8. Channel: In-app pop-ups; notifications and emails (If enabled); Referral links through iMessage and WhatsApp.
9. Frequency: Twice a day
10. Timing: When a user invites another user, followed by once every morning (10 AM) and since every evening (7 PM)
11. Success metrics: The user accepts the invite and attends a Cinema screening. User explores the ATV+ library and watches 30 mins of new content.

Campaign 2

1. Name: The Contagious MLS Fever
2. Segmentation: Hibernating, in-danger and casual users
3. Goal of the campaign: Convert hibernating, in-danger to casual users and casual users to core users
4. Product hook used: None
5. Pitch/Content: The MLS Season Pass provides access to the MLS daily content library and live games. Interested users (especially ICP 5) can be attracted to experience the CVP of the MLS Season Pass feature and convinced to purchase the feature.
6. Offer: 1. Offer 1 match per week free of cost to users for 3 months.
7. Message: "Its a clash of two giants in the MLS tonight! Miami vs New York! Watch the game for free using an exclusive free trial option available only once this week!";
8. Channel: In-app pop-ups; notifications and emails (If enabled); Social media channels - Meta, Twitter, YouTube ads
9. Frequency: Twice a week
10. Timing: One day before an important game and one hour before the important game
11. Success metrics: User avails the free trial. User tries logging in again the next day to watch a game. User purchases the season pass (already at a discounted price)

Campaign 3

1. Name: Experience the New Movement
2. Segmentation: Hibernating users
3. Goal of the campaign: Convert hibernating users to casual users
4. Product hook used: None
5. Pitch/Content: Offer the first episode of a highly anticipated show or the first 30 minutes of a highly anticipated movie for free to a hibernating user with an option to renew their subscription to the access to the rest!
6. Offer: 1. First episode of a popular show or first 30 minutes of a popular movie offered for free to the user
7. Message: "The rumors are true...Severance Season 3 drops tomorrow. Watch the first episode for free and enter the world of the severed!";
8. Channel: Notifications and emails (If enabled); Social media channels - Meta, Twitter, YouTube ads
9. Frequency and Timing: One week before drop, one day before drop, on the day of drop
10. Success metrics: The user reopens the app, logs in, and watches the available content. The user then clicks on subscription plans for more information (after the session).

Campaign 4

1. Name: Swagat Nahi Karoge Hamara?
2. Segmentation: Hibernating, in-danger, and casual users
3. Goal of the campaign: Convert hibernating, in-danger to casual users and casual users to core users
4. Product hook used: None
5. Pitch/Content: ATV+ lacks local or domestic content starring regional stars in most countries. However, it does contain a library of licensed content from the local entertainment industry available for buying/renting. Promoting this feature and increasing promotional offers catered to this segment could prove useful.
6. Offer: 1. Highlight a popular domestic movie available for a short time on ATV+ and offer discounts to watch/rent it. 2. Offer the movie to users to watch for free. The differentiating factor here is ATV+'s Dolby Sound system and easy-to-use UI.
7. Message: "The king is on ATV+. Watch Shah Rukh Khan's Pathan on ATV+ premium Dolby sound quality and experience the Badshaah's magic like never before!";
   "Nothing like a trip down the Nostalgia lane. Watch the evergreen classic Dilwale Dulhaniya Le Jaayenge on ATV+ for half the price!";
8. Channel: In-app pop-ups; notifications and emails (If enabled); "Coming soon" section on main page of the platform; Social media channels - Meta, Twitter, YouTube ads
9. Frequency: Twice a week
10. Success metrics: The user visits the landing page of the suggested show, makes a purchase, and starts watching.

Campaign 5

1. Name: The Fitness Marathon!
2. Segmentation: Hibernating, in-danger and casual users.
3. Goal of the campaign: Convert hibernating, in-danger to casual users and casual users to core users
4. Product hook used: Apple Cinema
5. Pitch/Content: Create a feature integration between the Cinema room on ATV+ and the Fitness app on some Apple devices. Users can schedule a date and time for a group workout and consume feel-good content while completing their workouts.
   Apple's ecosystem enables one user to create a workout and share progress with friends. This can be taken a step further by integrating with Fitness+
6. Offer: 1. Complete workouts without getting tired, accompanied with ATV+
7. Message: "Bored of Cardio? Watch Severance with your workout and feel the rush!";
8. Channel: In-app pop-ups; notifications and emails (If enabled); Apple Fitness app; Social media channels - Meta, Twitter, YouTube ads
9. Frequency and timing: When a user begins a workout, thrice a week
10. Success metrics: The user clicks on the suggested action, picks a show and then watches it along with the workout.