Apple has won at the Oscars and has made history, but it has a huge problem

Apple TV + has managed to make history in a short timeboth in the film industry and in streaming. the victory of CODA What best film at the oscars It is also the first award for a film released on a platform, a career in which Netflix had been immersed for years and where the proposal of AppleTV+ -although not be with own production– has been ahead of him.

Since its launch in March 2019 Apple opted for the creation of a small but high quality catalog. And, three years later, the Oscar seems to ratify his bet. However, as a business model, recent data suggests that Apple TV + is not something round for the Cupertino firm.

We talk about the ‘churn’, or the rate of users who unsubscribe from a platforma metric that since the beginning of the so-called streaming wars it causes fear among managers and generates interest among analysts. Especially, due to the secrecy with which Netflix or Apple itself handle all their figures.

The logic of churn it is clear. A large streaming service retains most of its subscribers month to month, who continue to renew as they find the offer worthwhile. A service that has, on the contrary, a churn high can be said to go through difficulties. As well, AppleTV+ seems to have the churn highest in the industry according to a estimate from the consulting firm Antenna Analytics.

Compared to services like Netflix where only 2.4% of its subscribers unsubscribe each month or 3.7% of Disney Plusthe cancellation rate of AppleTV+ It is almost five times greater than that of Netflix, hovering around 10.4% on average with peaks of up to 16% in August 2021.

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Apple has won at the Oscars and has made history, but it has a huge problem