Apple TV+ becomes an important tastemaker as a steady show buyer in Hollywood

Topline:

Apple TV+ has been in the streaming market for five years now, and the evolution of what the tech company wants from the TV shows it’s buying has begun to emerge.

Why it matters: Since Apple entered the market for streaming in 2019, Apple TV+ has been known for its deep pockets and deeper affinity for A-list talent. While Apple doesn’t do the same volume that Netflix does, it’s been “a pretty stable buyer over the last five years,” one agent told The Ankler. As such, its content mandates are critical for producers and production companies to understand before pitching the company.

Grown-up fare: The Apple TV+ audience is, on the whole, believed to be a more affluent, coastal millennial crowd. Though there is a spattering of family titles on the service, Apple wants shows that appeal to their core demographic: more prestige, adult titles. But not too adult, as sex on the streamer remains a “nonstarter.” The same goes for cigarettes.

All the stars: If you look at the Apple TV+ homepage, you’ll notice a lot of A-list actors attached to their projects. Its reputation precedes them in that regard, but Apple, like other buyers, now feels that “the material is what is going to attract the actor,” as one literary TV agent says, meaning that the company can get any star it wants if it has the right project.

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This story is published in partnership with The Ankler , a paid subscription publication about the entertainment industry.