Can Ted Lasso Make Audiences Believe…in Apple TV+?

Author

Michael Beach
September 02, 2021

Big news: Ted Lasso is back for a much anticipated second season. Parrot Analytics estimates that viewership for the premier was 20X greater than the first season.

Why this matters: You need great content if you are going to earn viewers’ attention. Ted Lasso is excellent content and already renewed for a third (and possibly final) season.

FYI: Another great show on Apple TV+ is For All Mankind which received a thumbs up from both Brandon Katz and Mrs. Screens!

Share of demand for streaming originals according to Parrot Analytics:
1) Netflix – 48%
2) Prime Video – 13%
3) Disney+ – 7%
4) Hulu – 6%
5) Apple TV+ – 5%
6) HBO Max – 5%
7) Paramount+ – 3%
8) Other – 13%

Self-reported usage of major video streaming services according to YouGov:
1) Netflix – 51%
2) Prime Video – 33%
3) Hulu – 32%
4) Disney+ – 25%
5) HBO Max – 21%
6) Apple TV+ – 10%

Interesting: The Apple TV+ logo has begun appearing on various Roku remotes. This appears to be the first time that Apple has ever put its branding on a competitor’s hardware.

Quote from Rich Greenfield – General Partner @ LightShed Partners:

“Nobody ever would have expected this.  The thought that Apple, rather than create a device that’s going to replace Roku is now buying a button next to Netflix or next to Disney+ just shows you that as they get into the content business, they need to be everywhere.”

Quick math on revenue from branded streaming service buttons:
1) 60M streaming devices sold in 2020
2) ≈ 4 streaming buttons per remote
3) ≈ $1 per button for each device sold
4) $240M in revenue 

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