Apple TV just acquired global streaming rights to Dustfall, an Australian crime series and the second recent departure from the streamer’s originals-only strategy.
Apple has begun licensing more TV series, deviating from its originals-only strategy
Since Apple TV launched in 2019, it has rejected the typical streaming approach of licensing existing content and instead prioritizing originals.
Apple has been remarkably consistent with its originals-only strategy. Until recently, the only exceptions were children’s content that complemented its originals (like the Peanuts Christmas specials) and limited-time bonus films.
But that changed this week, when the acclaimed comedy Small Prophets premiered after Apple acquired the rights to the British hit over the summer.
Small Prophets seems like a smart acquisition. Early reviews are calling it a “masterpiece” and perhaps “the best sight to hit Apple this year.”
Today, Apple announced a second acquisition. Dustfall, a crime series starring Australian native Anna Torv, will join the streamer in 2027.
Like Small Prophets, Dustfall was created by an international production company and will air in select overseas territories ahead of its global premiere on Apple TV.
Clearly, Apple views acquisitions differently than before.
While the streamer isn’t abandoning its successful, original approach, licensing high-quality series from around the world to bolster its catalog is a decidedly strategic shift.
And I’m curious if we’ll see an acceleration going forward.
What do you think about Apple TV licensing third-party series? Let us know in the comments.
Apple TV is available for $14.99 per monthor you can get it discounted through the Apple One bundle.
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