skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


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

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now