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Apple Inks Deal With Oprah Winfrey for Original Programming

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Apple (AAPL - Free Report) is keeping no stone unturned to make its much-anticipated streaming service a hit. The company recently announced a multi-year partnership with Oprah Winfrey, who will create original programs while also making a few on-camera appearances. The TV star is expected to retain ownership of all the programs, per Bloomberg.

Apple’s Focus on Expanding Original Content

Apple’s original programming division spearheaded by two former Sony executives — Jamie Erlicht and Zack Van Amburg — has inked deals with the likes of Octavia Spencer, Reese Witherspoon, Jennifer Aniston, Steven Spielberg, Francis Lawrence, Damien Chazelle, M. Night Shyamalan and Kristen Wiig in the recent times.

The collaboration with Oprah Winfrey will surely boost its programming lineup. Notably, Apple’s existing content can be streamed on Apple Music, paid version, while the new original content will be available either through Apple Music or Apple TV.

Apple’s Music service already boasts almost 50 million subscribers. The availability of original content – now expected as early as March 2019 – will further boost subscription revenues.

The company’s aggressive approach is understandable as the iPhone maker is quite late in joining the bandwagon. The streaming market is currently dominated by the likes of Netflix (NFLX - Free Report) , Hulu, HBO, YouTube, Amazon Prime and Comcast. Moreover, the space is anticipated to get more crowded with the launch of a streaming service by Disney (DIS - Free Report) .

The expanding original content portfolio is expected to improve user engagement that will ultimately benefit Apple Music and the Services business.

Apple's Services segment – which includes revenues from Internet Services, App store, Apple Music, AppleCare, Apple Pay, and licensing and other services – has become the new cash cow for the company. Apple Music is one of the main growth drivers for this segment.

Apple targets to double Services revenues of $24 billion earned in fiscal 2016 by 2020.

Fierce Competition Ahead

Reportedly, Apple has outspent Facebook and Alphabet (GOOGL - Free Report) division YouTube to acquire original programs. Notably, the company’s solid cash balance — $267.2 billion as of Mar 31, 2018 — is enough to support any overspending.

Nevertheless, the company faces tough competition in the streaming market, primarily due to aggressive content acquisition by the likes of Netflix and Amazon Prime.

Netflix is set to invest $8 billion in 2018 on original content, which is expected to further increase to $12.2 billion by 2020.

The streaming giant also has an enviable lineup of original content. Netflix recently signed a multi-year agreement with former U.S. president Barack Obama and his wife, Michelle Obama, to produce films and series for the streaming platform.

The company also signed a five-year deal worth around $300 million with Ryan Murphy, the name behind popular series like American Horror Story and Glee.

Amazon Prime is also gaining traction with its sizable budget. The company recently secured the live rights for a small but significant Premier League soccer games in the UK, starting in the 2019 season. UK soccer fans with an Amazon Prime membership will be able to watch all of these games at no extra charge.

Hence, we believe that Apple will not find it a cakewalk in the streaming service market in spite of having an enviable original content portfolio.

Currently, Apple has a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.

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