Ted Sarandos, co-CEO of Netflix, will make a cameo in an upcoming Apple TV+ series, The Studio. In a recent interview, he shared his insights regarding Apple’s streaming service as a competitor to Netflix, stating, “I don’t understand it.”
Sarandos views Apple TV+ as primarily ‘a marketing play’
Variety has released a comprehensive interview with Ted Sarandos that delves into Netflix’s plans for 2025, partnerships with creators, and various other topics.
During the discussion, interviewers Matt Donnelly and Ramin Setoodeh probed Sarandos about the competition Netflix faces.
They covered platforms like Prime Video, Max, and also Apple TV+.
When asked for his opinion on Apple’s streaming service, Sarandos responded:
I don’t understand it beyond a marketing play, but they’re really smart people. Maybe they see something we don’t.
Sarandos’ apparently candid reply is particularly noteworthy.
His remark, “Maybe they see something we don’t,” suggests he genuinely struggles to grasp why Apple would venture into streaming in the first place. It seems that five years in, he is still puzzled by this decision.
Viewed from this perspective, his comment about it potentially being a “marketing play” for Apple doesn’t seem to truly reflect his viewpoint. Instead, it feels like a casual, somewhat dismissive justification from someone who really doesn’t comprehend Apple TV+.
Regardless, Apple still has significant ground to cover in subscriber numbers before it becomes a serious competitor to Ted Sarandos. Conversely, this is also true for many other streaming services when stacked against the colossal Netflix.
What are your thoughts on Ted Sarandos’ comments regarding Apple TV+? Share your opinion in the comments.
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