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Get Ready For Peak Streaming: Apple Joining the Original Content Market

By Kayleigh Donaldson | Industry | August 16, 2017 |

By Kayleigh Donaldson | Industry | August 16, 2017 |

Do you watch enough TV? Are you unsatisfied with the never-ending array of networks, streaming services and original programming that saturates every corner of modern entertainment? Do you laugh in the face of Peak TV? Then boy do we have some news for you.

Apple are said to be investing around $1bn in cash to create original TV series and movies over the next year in hopes of establishing themselves as new power players in the premium entertainment market, according to a report by the Wall Street Journal. The tech giants already have some serious talent on board, having hired longtime Sony Pictures TV executives Zack Van Amburg and Jamie Erlicht. The duo had a hand in big hits like The Blacklist and Breaking Bad, which Apple will hope to replicate. They also just hired Matt Cherniss, formerly of WGN America, to lead development of original entertainment. WGN were behind some pretty cool shows like Salem and Underground, but seem to be pivoting away from pricey dramas.

$1bn is an eye-watering amount but it’s basically chump change for the company, and it’s nowhere near the $7bn Netflix plan to spend in developing their original content for the coming year. Granted, Apple seem to have more cash assets on hand and less debt than Netflix. Apple are a company who command immense loyalty from their customers, but can they convince them to sign up for another streaming service? Can that even be sustainable, as evidenced by the mixed financial circumstances of Netflix? What kind of show would it take to entice viewers to the service? Did anyone else know Apple Music distribute the extended series of James Corden’s Carpool Karaoke? Does technology just generally frighten and confuse you? Answers in the comments.

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Kayleigh is a features writer for Pajiba. You can follow her on Twitter or listen to her podcast, The Hollywood Read.