August 13, 2020
Borrowing a page from Disney’s OTT bundle featuring Disney+, ESPN+ and Hulu, Apple TV+ plans to partner with CBS All Access and Showtime OTT for a discounted bundle priced at $9.99 monthly.
Bloomberg, citing sources familiar with the situation, reported the bundle could launch as early as Aug. 17 and would be the first of its kind promotion for Apple TV+, which costs $4.99, followed by Showtime and All Access at $10.99 and $9.99, respectively. All Access is available with ads for $5.99 monthly.
VIacomCBS earlier this month disclosed that All Access and Showtime OTT reached 16.2 million combined subscribers through the second quarter ended June 30. That was up 74% from 9.3 million subs during the previous-year period.
The new marketing campaign could help jumpstart Apple TV+, which has lagged behind other recent start-ups (Disney+, HBO Max and Peacock) in subscriptions and content. Apple gives a free 12-month subscription with all Apple hardware purchases.
Original content includes award-winning “The Morning Show” with Jennifer Aniston, Reese Witherspoon and Steve Carell, and Tom Hanks’s naval wartime drama Greyhound. Apple is also using the platform to broaden appeal for Apple TV Channels, which mimics Amazon Prime Channels offering third-party OTT services to subscribers in exchange for revenue and/or data sharing.