Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

Oprah Winfrey, Apple Sign Multi-Year Content Partnership

By June 26, 2018No Comments
Big news: Oprah signed a multi-year deal with Apple to produce content for their forthcoming streaming service.

This deal follows the creation of The Oprah Winfrey Network (OWN) in 2011 which is a partnership with Discovery Communications.

Why this is a big deal: Oprah is a hit factory and brings a massive audience wherever she goes (broadcast TV, cable TV, books, online, etc.).

Recent projects include:
1) Dr. Phil
2) The Dr. Oz Show
3) Rachel Ray
4) Selma

Flashback #1: Apple Poaches Sony TV Executives to Lead Push Into Original Content

Flashback #2: Why Can’t Apple Figure Out Television?

Flashback #3: Apple Goes to Hollywood. Will Its Story Have a Happy Ending?

Original scripted shows by year (% change YoY):
1) 2009–210
2) 2010–216 (↑ 3%)
3) 2011–266 (↑ 23%)
4) 2012–288 (↑ 8%)
5) 2013–349 (↑ 21%)
6) 2014–389 (↑ 12%)
7) 2015–422 (↑ 9%)
8) 2016–455 (↑ 8%)
9) 2017–487 (↑ 7%)
10) 2018P — 500+ (↑ 3%+)

Peter Kafka @ Recode outlines 3 potential paths forward for Apple:
Offer content for free to Apple TV users to drive hardware sales
2) Bundle content together into big streaming service (YouTube TV, etc.)
3) Bundle content together into smaller streaming service that is priced below Netflix

More #1: Apple Lands Oprah Winfrey for Video Service

More #2: Panel: The ‘peak TV’ theory is overrated as the ‘TV day’ gets longer

More #3: Media Merger Mania: Tens Of Billions Just To Buy TV Shows

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.