Apple TV just acquired the global streaming rights to Dustfall, a crime series from Australia and the second recent deviation from the streamer’s originals-only strategy.
Apple has started licensing more TV series, deviating from all-originals strategy
Ever since Apple TV launched in 2019, it rejected the typical streaming approach of licensing existing content and instead prioritized originals.
Apple has been remarkably consistent with its originals-only strategy. Until recently, the only exceptions have been children’s content that complement its originals (like Peanuts holiday specials), and limited-time bonus films.
But that changed this week, when acclaimed comedy Small Prophets premiered after Apple acquired the rights to the British breakout hit over the summer.
Small Prophets seems like a savvy acquisition. Early reviews call it a “masterpiece” and perhaps “the finest show to hit Apple this year.”
Now today, Apple has announced a second acquisition. Dustfall, an Anna Torv-starring crime series that originated in Australia, will join the streamer in 2027.
Like Small Prophets, Dustfall was created by an international production company and will air in select territories overseas before its global Apple TV premiere.
Clearly, Apple sees acquisitions differently than it once did.
While the streamer isn’t abandoning its successful original-first approach, licensing high-quality series from around the world to beef up its catalog is very much a strategic shift.
And it’s one I’m curious if we’ll see accelerate moving forward.
What do you think of Apple TV licensing third-party series? Let us know in the comments.
Apple TV is available for $14.99 per month, or you can get it discounted through the Apple One bundle.
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