Highly anticipated movie releases on Apple TV+ not enough to keep new subscribers

By Filipe Espósito

However, while the release of highly anticipated movies and TV shows result in multiple new subscribers, most of them abandon the platform after a while.

As explained by the research, streaming services receive a large number of new subscribers when a new movie or show premieres on the platform.

However, data shows that most of these customers cancel their subscriptions after a few months as they no longer find the streaming service attractive.

For instance, Apple TV+ gained several new subscribers on the premiere day of Greyhound (2020), a highly anticipated World War II movie starring Tom Hanks.

Similar moves happened with major premieres on HBO Max and Disney+.

Film industry analyst Michael Nathanson argues that companies need to release big theatrical films or anticipated shows every quarter to make a streaming service more appealing.