Apple TV bucking unscripted trend to focus on premium scripted – Ampere

US-based platform Apple TV is the only major global streamer to have increased its proportion of premium scripted content in its US catalogue as its rivals double down on unscripted, according to Ampere Analysis.

Data from the UK-based research firm shows Apple is positioning itself as the home of tentpole high-end TV dramas, while slightly reducing its unscripted catalogue.

Last month, the streamer dominated the Emmys by scooping up 28 gongs, including 14 prizes for its comedy-drama Widow’s Bay.

Apple’s content strategy is in stark contrast to other global streamers, which have all significantly boosted the volume of unscripted content to drive rapid content refreshment rates and repeat viewing to retain customers and engage advertisers.

Apple TV has the lowest proportion of unscripted content among all the major streamers at just 18%. This compares to 25% for Netflix, 35% for Prime Video, 43% for Paramount+, 51% for Disney+ and 72% for HBO Max, based on US content hours.

Ted Lasso was Apple’s top title in the US last month

Football comedy Ted Lasso was Apple’s top-performing title in the US during September, with 3.3 million viewers streaming episodes. Other popular scripted titles include Silo (1.5 million views), sci-fi series Dark Matter (1.2 million) and Widow’s Bay (1.1 million).

According to viewing data from Showlabs last month, only three Apple TV unscripted shows ranked in the platform’s top 100 US titles, while Netflix had 15 in its own chart.

Guy Bisson, executive director at Ampere, said: “Apple chose a unique strategy in the global streaming market with a relentless focus on quality over quantity. While other streamers are increasingly moving towards a generalist content mix where unscripted content is becoming central, Apple TV has invested heavily in premium scripted shows that continue to drive strong viewer engagement, positive word of mouth and awards recognition.

“The streamer is doubling down on that strategy, showing that taking the path less trodden pays dividends in a fiercely competitive market.”