Apple TV+ is initiating an enticing promotional event this weekend, inviting viewers to indulge in its streaming library without any charges for a limited time. This two-day opportunity, available on Saturday and Sunday, aims to entice potential subscribers by showcasing content that lies behind the subscription paywall, which costs $9.99 per month in the United States.
Experts believe this strategic approach serves as an effective tactic, allowing users a brief glimpse into the platform’s offerings without overwhelming them. Michael D. Smith, a Carnegie Mellon University expert in information technology and public policy, noted that the timeframe isn’t excessively short or disappointingly long. He emphasized that this promotional window encourages viewers to explore the catalog and hopefully discover shows that will urge them to return for more content in the future.
In contrast to typical promotional schemes that require personal information or credit card details, Apple TV+ offers this opportunity with minimal requirements — recipients only need an Apple ID, which is often readily available due to prior purchases on the platform.
During this limited-time offer, subscribers can access acclaimed series such as the Emmy-winning “Ted Lasso” and “The Morning Show,” in addition to popular shows like “Silo,” “Shrinking,” “Severance,” “Bad Sisters,” “Slow Horses,” “Disclaimer,” and “Presumed Innocent.” The movie lineup also boasts titles including “Fly Me to the Moon,” “The Instigators,” “Spirited,” “Ghosted,” “Argylle,” “Palmer,” “Napoleon,” and “Killers of the Flower Moon.”
Smith anticipates that by the end of the weekend, Apple will gather valuable data to refine its strategies for attracting new and returning customers. They will likely learn which genres are thriving, what types of shows grab viewers’ attention, and how much time users spend watching content. Smith himself plans to log in during the promotion to enjoy “Ted Lasso” with his son, while also hoping to dive into “Severance” with his daughter — a tight squeeze to engage with both series adequately.
He likens the experience to shopping at a mall, where “Ted Lasso” serves as the anchor attraction that draws him in, triggering his exploration of the platform’s other offerings. Smith expresses optimism that the short promotional window will lead to increased subscriptions.
Research has suggested that long-term binge-watching periods might not effectively convert trial users into subscribers. A 2020 study found that consumers who binge-watched content over numerous weeks showed a decreased likelihood of subscribing afterward.
Apple’s initiative appears to be an effort to bolster its subscriber numbers; as of October 2024, the platform had approximately 25 million subscribers, ranking eighth among streaming services, with Netflix leading at 282.7 million. Business experts believe the platform has struggled to reach its full potential despite boasting quality programming.
To entice a broader audience, Apple is providing this promotional trial in hopes of converting trial viewers into paid subscribers. Competitors like Hulu, Starz, and Peacock have also introduced various promotional plans to attract new users. Besides this weekend offer, Apple TV+ continues to promote a free seven-day trial and numerous additional specials through retail partners for new customers.
Technology journalist Jared Newman remarked that this promotion is part of a broader strategy by Apple to enhance its subscriber base. Notably, the streamer has recently collaborated with Amazon for distribution and may consider introducing an ad-supported tier in the future.
Business analyst Zhou highlights the evolving landscape of digital media, where access to varied content is driving competition among tech giants. He foresees a future where subscription models might include different tiers, such as offering a free episode to nonsubscribers or providing full seasons for dedicated fans. The coveted consumer’s attention remains the key prize in this ongoing battle.
