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Apple TV+ is opening its streaming library for free this weekend, inviting viewers to explore its exclusive content on Saturday and Sunday. The two-day promotion aims to showcase its offerings and potentially convert casual viewers into loyal subscribers.
Michael D. Smith, an information technology professor at Carnegie Mellon University, describes the strategy as a precise balance: “It’s not so short that it’s dismissed, but not long enough to satisfy viewers completely.” He explains that the goal is to spark interest, giving viewers just enough time to dive into the content but leaving them wanting more.
Unlike traditional promotions requiring credit card details or subscription commitments, Apple TV+ only asks for an Apple ID—something many users already have from previous Apple services.
What’s Streaming for Free?
The free weekend unlocks access to award-winning series like Ted Lasso, The Morning Show, Severance, Shrinking, and Bad Sisters, alongside blockbuster films such as Napoleon, Killers of the Flower Moon, Spirited, and Palmer.
Apple TV+’s calculated approach may also yield valuable viewer data, such as popular genres, viewing habits, and how much content people consume during the trial. Smith, for example, plans to revisit Ted Lasso with his son and explore Severance with his daughter, though he doubts two days will be enough to finish either.
A Competitive Market
Apple TV+ currently ranks eighth among streaming platforms, with an estimated 25 million subscribers as of October 2024. By comparison, Netflix leads the market with over 280 million subscribers. Experts suggest the free weekend reflects Apple’s efforts to boost those numbers and expand its reach.
Business professor Bo Zhou from the University of Maryland highlights the challenge Apple faces: “Apple TV+ has excellent content, but it hasn’t gained traction like its competitors. This free weekend is a chance to introduce more people to their library.”
Bigger Industry Trends
Streaming services are increasingly experimenting with free trials and discounted plans to attract users. Hulu offers a 30-day free trial, Starz has a $2-a-month deal, and Peacock provides three free months to select Samsung Galaxy users.
Jared Newman, author of the Cord Cutter Weekly newsletter, believes Apple’s push for new subscribers could signal plans for an ad-supported tier or additional pricing models.
“The race is on to grab attention in an oversaturated market,” says Zhou. “Differentiating through unique content and strategic promotions is key to standing out.”
Apple’s free weekend offer complements existing promotions, such as a 7-day trial or extended access for Apple device buyers. As the competition intensifies, Apple’s gamble could be the start of a broader strategy to capture more of the streaming audience.
