It is, to say the least, ironic that only a few weeks ago we would conclude the Steven Spielberg vs. Netflix conflict. and, just a few days later, the director fronted the genuine spot for what will be its biggest competitor. The fact that Spielberg's very foreground face kicks off the new era of Apple TV plus is, without a doubt, a nuanced statement of intent.. “Want me to help you find your opening?”, he asks in his first intervention, revealing and overwhelming. That the king of roller coasters - as far as script development is concerned - should begin this stage could not be more significant. The first peak of a roller coaster designed by the leading company in market value. “...And then, like the Big Bang, it explodes...".)".
Apple has declared that a new player has arrived in the world of streaming and video o demand. But not just any one, and not at any time. Just when Disney is preparing its platform - after breaking off all relations with Netflix - and when Warner has begun to rearm, ‘the apple’ arrives with Spielberg. In the face of the consolidated platforms of Netflix, Amazon, Hulu, and those yet to come from Warner and Disney, Apple burst onto the scene. When everyone was demanding innovation capable of propelling Apple back to technological, creative and even social leadership, Tim Cook is betting on the same thing as the companies that lead the audiovisual market. The same thing? Maybe not. For a start, they have an advantage in terms of devices, estimated at more than 1 billion worldwide. 15% of subscribers signing up for Apple TV Plus would take down Netflix. In addition, the platform will be available in the last quarter of the year on Smart TVs from Samsung, Sony and LG, among other brands.
The figures of the video on demand
To support the context with figures, it should be noted that Netflix expected to close March with 150 million subscribers globally., Amazon Prime surpassed 100 million in 2018 and Hulu, popular mainly in the US, has a share of 25 million users. In addition, following Disney's recent acquisition of Fox, the company behind Mickey, Pixar, Marvel, Star Wars and other totems owns 60% of Hulu (adding its 30% to Fox's share). After these three platforms, two players will burst onto the scene. On the one hand, we have the aforementioned Disney, and on the other, Warner. The recently validated AT&T and Time Warner merger (owner of Warnes Bros., HBO, CNN and TNT, among others) and the signing of Bob Greenblatt demonstrate the commitment to the development of a cutting-edge platform. Thus, an exciting contest is in the offing.
But as we can see from the Apple TV Plus presentation, Netflix should not only be afraid of the numbers, but also of the content. Tim Cook has wanted to differentiate himself from the very first moment, from the very first strategic spot. What if innovation is not in the form? What if innovation is in the content? It is as absurd as it is limited to think that in audiovisual communication and, specifically, in the art of film, everything has already been invented. An art form with little more than a century of history has a long way to go. Hamlet or Don Quixote were written 24 centuries after The Iliad, how many innovations in narration or content have yet to be discovered in the seventh art?
It is undeniable that Apple, as an innovative company, has fallen from its most successful periods. The Boston Consulting Group report The most innovative companies of 2019 This is demonstrated by placing the company in third position after leading the ranking in all previous editions.
Innovation gives way to vision, gives way to foreground, gives way to light, gives way to a new era of video on demand with more players firmly committed to reigning in as many homes as possible. But, most significantly of all, it is ushering in an audiovisual era yet to be exploited... “and then, like the Big Bang, it explodes".
Álvaro Ramos Izquierdo
Senior communications consultant, passionate about the eminently artistic nature of cinema and yet an Oscar mythomaniac.