It is no coincidence that Apple TV dominated the latest Emmy ceremony, with the platform focusing on “scripted” programs (meaning neither game shows nor reality TV), and moreover polished.
This is a state of affairs supported by a recent study by the firm Ampere Analysis, which noted that Apple TV has the highest proportion of scripted programs compared with other platforms. For reference, these programs are to be contrasted with game-show or reality TV-style programs, which are easier and quicker to produce, allowing for a greater turnover of “new” content, stronger audience engagement, and therefore increased appeal to advertisers.
Only 18% unscripted programs for Apple TV
Thus, in terms of hours, Apple TV’s catalog has only 18% unscripted programs, compared with 25% for Netflix, 35% for Prime Video, 43% for Paramount+, 51% for Disney+, and 72% for HBO. Note that these figures concern the US market. “Apple has chosen a unique strategy in the global streaming market, relentlessly prioritizing quality over quantity,” said Guy Bisson, executive director at Ampere. “While other streaming services are increasingly moving toward a broad entertainment offering, in which unscripted programs occupy a central place, Apple TV has heavily invested in high-end scripted series that continue to generate strong viewer engagement, favorable word of mouth, and significant recognition in the awards world. The service is further reinforcing this strategy, showing that choosing a less-traveled path can pay off in an extremely competitive market.”