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Developers are finding renewed interest in Apple TV by BI Intelligence on Oct 31, 2016, 9:28 AM  This story was delivered to BI Intelligence Apps and Platforms Briefing subscribers. To learn more and subscribe, please click here.
Apple TV developers are finally seeing the living room device as a viable platform for app development. There are now more than 8,000 Apple TV apps available, representing growth of around 700% from the 1,000 apps reported over the same period last year, according to comments made by Apple CEO Tim Cook last Thursday. And although that's still a drop in the ocean compared with the more than 2 million smartphone apps available, this remarkable growth is a boon for the new platform, which has been suffering from user engagement issues. Apple also unveiled a new Apple TV app, called TV, aimed at helping users better navigate Apple TV content. Apple tvOS developers are struggling to keep users engaged, according to mobile analytics firm Adjust. The analysis of almost 300,000 app users, of which 2% are active Apple TV users, found the following: - Just 9% of users return to Apple TV apps seven days after download.
- The retention rate for Apple TV apps gets worse after a month, plummeting to just 4% of users.
- For context, nearly 20% of iPad users and 18.5% of iPhone users return to an app within seven days.
Aside from discovery issues, low engagement rates may be a result of the passive nature of the Apple TV experience. That is, the content viewed on TVs typically includes videos, pictures, and streaming TV, notes TechCrunch. Still, the Apple TV is a relatively new platform, giving the company time to introduce new ways to make it a much more engaging experience for users, in turn increasing its value for developers. The introduction of Apple's new TV app is one way the company is working to do this. But if Apple TV does truly take off, then where would it fit in the future of the television landscape? Over the last few years, there’s been much talk about the “death of TV.” However, television is not dying so much as it's evolving: extending beyond the traditional television screen and broadening to include programming from new sources accessed in new ways. It's strikingly evident that more consumers are shifting their media time away from live TV, while opting for services that allow them to watch what they want, when they want. Indeed, we are seeing a migration toward original digital video such as YouTube Originals, SVOD services such as Netflix, and live streaming on social platforms. However, not all is lost for legacy media companies. Amid this rapidly shifting TV landscape, traditional media companies are making moves across a number of different fronts — trying out new distribution channels, creating new types of programming aimed at a mobile-first audience, and partnering with innovate digital media companies. In addition, cable providers have begun offering alternatives for consumers who may no longer be willing to pay for a full TV package. Dylan Mortensen, senior research analyst for BI Intelligence, has compiled a detailed report on the future of TV that looks at how TV viewer, subscriber, and advertising trends are shifting, and where and what audiences are watching as they turn away from traditional TV. Here are some key points from the report: - Increased competition from digital services like Netflix and Hulu as well as new hardware to access content are shifting consumers' attention away from live TV programming.
- Across the board, the numbers for live TV are bad. US adults are watching traditional TV on average 18 minutes fewer per day versus two years ago, a drop of 6%. In keeping with this, cable subscriptions are down, and TV ad revenue is stagnant.
- People are consuming more media content than ever before, but how they're doing so is changing. Half of US TV households now subscribe to SVOD services, like Netflix, Amazon, and Hulu, and viewing of original digital video content is on the rise.
- Legacy TV companies are recognizing these shifts and beginning to pivot their business models to keep pace with the changes. They are launching branded apps and sites to move their programming beyond the TV glass, distributing on social platforms to reach massive, young audiences, and forming partnerships with digital media brands to create new content.
- The TV ad industry is also taking a cue from digital. Programmatic TV ad buying represented just 4% (or $2.5 billion) of US TV ad budgets in 2015 but is expected to grow to 17% ($10 billion) by 2019. Meanwhile, networks are also developing branded TV content, similar to publishers' push into sponsored content.
In full, the report: - Outlines the shift in consumer viewing habits, specifically the younger generation.
- Explores the rise of subscription streaming services and the importance of original digital video content.
- Breaks down ways in which legacy media companies are shifting their content and advertising strategies.
- And Discusses new technology that will more effectively measure audiences across screens and platforms.
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