'CODA' was the big 2022 Oscars winner for Apple, which faced heavy skepticism in 2019 when it launched Apple TV+. Now can it compete for subscribers?
Before launching its streaming service Apple TV+ in late 2019, the iPhone maker had confused traditional film and television industry players with a presentation that was heavy on star power — Oprah Winfrey, Steven Spielberg plus a Sara Bareilles musical performance — and light on actual programming.
Congratulating the filmmakers and cast, Apple Chief Executive Tim Cook tweeted, “Team CODA created a profoundly beautiful movie, a story of hope and heart that celebrates our differences.” The Apple TV+ subscriber base remains small — with an estimated 25 million paid customers — considering there are 975 million active iPhones in the market, Ives said. Apple doesn’t release subscriber numbers for its video streaming business, which charges a modest $5 a month. For comparison, about 222 million people subscribe to Netflix globally. Netflix’s standard plan costs $15.50.From the Oscars going back to Sundance, why ‘CODA’ was always something special.
Since then, Apple’s TV programming has expanded and earned accolades, especially the hit comedy “Ted Lasso,” which amassed anlast year. The new psychological thriller series “Severance,” directed by Ben Stiller, has earned widespread praise from critics, signaling Apple’s ambitions in the space. “CODA” won all three awards for which it was nominated, with Troy Kotsur recognized as supporting actor and Heder winning for adapted screenplay. Kotsur is the first deaf male to win an acting Oscar. Apple was also nominated in three categories for Joel Coen’s “The Tragedy of Macbeth,” starring Denzel Washington, who was up for lead actor.CODA” saw the largest percentage increase in viewership post-nominations, according to data from Samba TV, which measures streaming viewing.
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