Oprah Winfrey, Apple Sign Multi-Year Content Partnership


Big news: Oprah signed a multi-year deal with Apple to produce content for their forthcoming streaming service.

This deal follows the creation of The Oprah Winfrey Network (OWN) in 2011 which is a partnership with Discovery Communications.

Why this is a big deal: Oprah is a hit factory and brings a massive audience wherever she goes (broadcast TV, cable TV, books, online, etc.).

Recent projects include:
1) Dr. Phil
2) The Dr. Oz Show
3) Rachel Ray
4) Selma

Flashback #1: Apple Poaches Sony TV Executives to Lead Push Into Original Content

Flashback #2: Why Can’t Apple Figure Out Television?

Flashback #3: Apple Goes to Hollywood. Will Its Story Have a Happy Ending?

Original scripted shows by year (% change YoY):
1) 2009–210
2) 2010–216 (↑ 3%)
3) 2011–266 (↑ 23%)
4) 2012–288 (↑ 8%)
5) 2013–349 (↑ 21%)
6) 2014–389 (↑ 12%)
7) 2015–422 (↑ 9%)
8) 2016–455 (↑ 8%)
9) 2017–487 (↑ 7%)
10) 2018P — 500+ (↑ 3%+)


Peter Kafka @ Recode outlines 3 potential paths forward for Apple:
1)
Offer content for free to Apple TV users to drive hardware sales
2) Bundle content together into big streaming service (YouTube TV, etc.)
3) Bundle content together into smaller streaming service that is priced below Netflix

More #1: Apple Lands Oprah Winfrey for Video Service

More #2: Panel: The ‘peak TV’ theory is overrated as the ‘TV day’ gets longer

More #3: Media Merger Mania: Tens Of Billions Just To Buy TV Shows

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