Apple TV+ approaching internal ‘breaking point’, lack of infrastructure


Source: Bryan M. Wolfe / iMore

A new internal report says stakeholders working with Apple TV+ seem baffled by its lack of industry knowledge and says there are internal concerns about staff burnout.

From Business Insider:

While Apple TV+ is hailed as the best-capitalized content buyer, many in Hollywood who have done business with the service say its content team is under-resourced and stumbled in ways that frustrated its content partners. production. As he grows in the sport, with a deal with Major League Baseball and a bid on the table for the NFL’s “Sunday Ticket,” there have also been questions about how his leadership structure might to evolve.

The report notes that the service’s speed of growth and the pandemic have “created concern among many in Hollywood” that the company does not have a “robust enough infrastructure:”

People who have done business with the streamer have cited a variety of sticking points: disruptive, last-minute marketing planning for projects that have been ongoing for months; botched press deployments; landing pages for series that were not ready in time.

Two sources said his attorneys lacked “standard entertainment law practices,” which slows down deals, and that an Apple TV+ show began airing before his contract was signed.

Others said it had a flat management structure that didn’t communicate well with key departments, and that Apple still marketed its streaming service like an iPhone, keeping details under wraps and shrouding its work in secrecy. A former staff member also warned of internal staffing issues:

A former Apple staffer told Insider there’s been burnout at the streaming service, in part due to a glut of pandemic-delayed shows that are now all progressing at the same time.

“There’s going to be a breaking point. People are exhausted and working too hard,” this person said.

The report said Apple plans to hire more mid-level content executives to manage costs and budgeting, and Hollywood figures told Insider that Apple needs more senior executives to lead its project.

Apple TV+ has enjoyed great success since its launch and this week became the first streaming platform to win the Best Picture Oscar with CODA. You can read the full report here.

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