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Apple's long-expected OTT video service is now expected in 2019. But instead of a classic Netflix SVOD service, all signs point toward a new and enhanced version of Apple's popular iTunes store and the associated "TV" app for mobiles.


  • More of an update than a new service launch, the new platform will host Apple's originals and the iTunes TVOD store, and it will aggregate a broad range of third-party TV and OTT video services.

Features and Benefits

  • Assesses Apple's strategy for OTT video in the coming years.
  • Evaluates how OTT video is evolving.

Key questions answered

  • How successful will Apple be with its hybrid OTT video strategy?
  • What impact may Apple's new platform have on TVOD, SVOD, and linear OTT?

Table of contents

Ovum view

  • Summary
  • Why will Apple matter? 980 million installed devices
  • As Netflix approaches a plateau, Apple's timing is impeccable
  • Recommendations


  • Further reading
  • Author

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