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Why Netflix will not be part of Apple TV

  • RELATED PRESS / 2017

    Apple's retail retailer demonstrated Apple TV 4K at the Apple Store in San Francisco.

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Apple and Netflix, for good and for bad, have changed the way we spend your free time. During the process, the two companies have overcome old media habits and created new ones.

Apple's iPhone has already transferred large parts of people's brains, and Netflix has erupted TV time slots, creating a swallowing taste and an infinite content screen. Where else can you find a soothing Japanese reality show like "Terrace House" and a Brechtian, a conscious drama like "Russian Doll" in one place?

While defining the standard in their chosen areas, Apple and Netflix have found it in the past for the most part. But this period of peace between the two technology giants is about to change.

On Monday, Apple will present its most ambitious media project – a news and entertainment package that will likely offer access to magazines, newspapers, music, and perhaps the most interesting, original shows and movies. And when a technology giant like Apple jumps into fun, it will create waves.

Known for its irritating product demos, Apple will play a Hollywood host in his Cupertino, California, campus, so he can show what Reese Witherspoon, Abrams, M. Noah Shyamalan and Steven Spielberg (he from the recent argument of Netflix-films-should-not-get-Oscars) have made more than $ 1 billion the company has offered for their new ambitions.

The amount she has spent on new material, nowhere near $ 10 billion. Netflix will plow in content this year, but Apple has something Netflix does not do: more than 1 billion devices worldwide, representing infrastructure . This exceeds the 139 million people worldwide who have subscribed to Netflix. If Apple suddenly captures the screens of those devices with its own content, as well as programming from other companies with which it has traded, it will become a beast to scare itself into Netflix.

The relationship between Apple and Netflix showed signs of collapse in November last year, when Netflix led by Reed Hastings stopped allowing people to sign up for their service through Apple's iTunes Store.

Apple had boosted Netflix 15% on every sale, a blanket condition in the App Store. Now new subscribers can still download the Netflix application to an Apple device, but they will be sent to an external website to provide payment information. (In the horrible world of Internet transactions where you make the purchase, you determine how or if Apple received a discount.)

At the second sign of torn relationship between the two companies, Netflix decided to drop Apple's package to raise HBO subscription and CBS in addition to its initial programming. The absence of Netflix from the new platform speaks a lot about the state of the highly competitive streaming industry: the fight is expanding in what way the content is spreading.

Hastings explained this at Netflix earlier this week: "Apple is a great company. We want people to look at our service – or our content. So we decided not to integrate in their service because we prefer our customers to look at our content in our service.

The keyword here is a "service." service or tube that will be sitting on another service or pipe if it agrees to be included in the Apple package. And if she joined Apple, Netflix would also get little or no data on who is subscribing to or watching her stuff. The further blurring of the company's identity from Netflix's point of view would be the fact that Apple users who run "Weird Things" or "Orange is the New Black" may not be aware they are watching a Netflix show. The retention of the brand is just as important as the possession of the data.

Apple and Netflix (and others) are now competing to become a master digital video tube – what TV is going on quickly – and fixing itself to other competitions such as who wins most Emmys is secondary to owning the pipe . Companies are struggling for credit card numbers, email addresses, and direct access to users.

The emphasis on Apple's programming is a harrowing story given how long Silicon Valley as a whole and Apple in particular remain agnostics for content possession. But the original Apple tariff, similar to the program presented in the morning show with Witherspoon and Jennifer Aniston, is just the appetizer. The main attraction is the package, the one-stop shop for all types of media. The Apple show is likely to be free for a period to attract users to other subscriptions, such as CBS and HBO and Starz, with Apple running as a distributor.

But Netflix is ​​also a resale business. Although the company has popularized its many "origins," it does not actually have many of the service-related shows. "House of Cards" and "The Crown" to quote two examples are licensed.

The Netflix programming strategy is mysterious because it has no clear idea of ​​the views it buys or makes as a result of a difficult to define mix. But it's design. Netflix has long argued that his brand is no particular aesthetics like HBO. This is a service designed to serve on shows for all kinds of viewers, from people who like the teen thriller "You" to those who are tempted to click on the tile of the dystopian science fiction show "1983".

The same can be said for Hulu, Amazon or Comcast, all of which fund original content, while promoting other channel content – such as HBO or CBS – within their platforms.

It was not accidental that Comcast announced its own stream for streaming just a few days ahead of Apple's showcase. Customers who only have Comcast broadband service can spend an extra $ 5 a month to receive free movies and TV shows from advertising-supported services such as Pluto and YouTube. They can also go through Comcast to buy a HBO or Netflix subscription. It is designed to be a one-stop shop for your streaming needs, which is not so different from what Apple offers. Apple is the biggest threat. Netflix executives worry that the technology giant will miss the streaming code faster than Comcast, according to two people familiar with the company who are not authorized to speak publicly. Another way to imagine it: Silicon Valley companies are cautious about what their neighbors are capable of.

Netflix has 60 million customers in the United States, making it one of the largest distributors in the country. Comcast, the largest cable company in the country, has 25 million broadband users. Hulu has 25 million. Amazon Prime has 97 million, but not all of its clips

Their range is small compared to Apple, which has more than 1.4 billion devices in the world, including more than 900 million iPhone. This rock explains how Apple Music, the streaming service that the company started offering in 2015, has gathered more than 50 million users who pay so fast.

This also explains why HBO (owned by AT & T), Showtime, CBS and Starz may appear on Apple Service on Monday. The volume of mobile devices in circulation is hard to ignore. Even before it began offering original programming, Apple is perhaps the largest entertainment distributor on the planet.

Still, the inclusion of HBO in the Apple package raises questions. Its owner, AT & T, is already a major distributor, with about 160 million wireless customers. The company also plans to launch its own streaming service – which will include HBO programs and the properties it acquired through the acquisition of Warner Bros. as "Wonder Woman" and "Friends" by the end of the year.

From HBO's Global Perspective, allowing itself to be part of Apple's streaming efforts, it is not so different from selling its products via Comcast or DirecTV. It's just another commercial site. Even HBO's own streaming service, HBO Now, started slowly until Amazon Prime began offering it. With Amazon's push, HBO Now's subscribers have doubled to 5 million. (HBO has more than 7 million online customers and those who have subscribed via Amazon have a smaller share.)

But this kind of indifference can reduce AT & T's own plans to sell content directly to people. The wireless giant will have to weigh the value of the Apple or Amazon or Hulu distributive muscle against its own needs. Why does AT & T buy Time Warner (which also includes CNN, TNT, and Warner Bros) if it does not start to run its own stream for streaming? a lucrative iPhone product, have begun to lag behind. He stopped reporting how many devices he sold since September. Now she wants investors to look at another stance – her ramp in the media business that is steadily growing and steadily growing. Apple hopes that with the help of Hollywood it will grow even faster.

Interestingly, this position (listed as "Services" in the Apple Income Statement) was once more than curiosity in the balance. Now it's a $ 40 billion business. The upcoming package could add more than $ 12 billion to that, according to Goldman Sachs.

By way of comparison, the entire Walt Disney Co. CBS, $ 14 billion. Netflix, 16 billion USD.

Without explicit attempt, Apple has embedded in a media colossus.

So, what does it mean to everyone else? to new players in his area of ​​expertise: "The game is included."

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