CUPERTINO, Calif. (AP) — Apple announced Tuesday it will offer its streaming service, Apple TV+, free to viewers worldwide for a three-day weekend in January, marking the tech giant’s most ambitious promotional push since the platform’s 2019 launch.
The promotion, running from January 3 to January 5, 2025, allows anyone with an Apple ID to access the full streaming library across all compatible devices without the usual $9.99 monthly subscription fee. The move comes as streaming services intensify competition for viewers in an increasingly crowded market.
During the free period, viewers can sample the platform’s expanding content library, including recent releases of popular series “Bad Sisters” and “Shrinking.” The timing strategically precedes the highly anticipated January 17 premiere of “Severance” Season 2, one of the service’s breakout hits.
“This initiative represents a significant opportunity for global audiences to experience our original programming,” said an Apple spokesperson. The company follows a path similar to traditional premium cable networks and streaming competitors like Netflix, which have used free preview periods to attract new subscribers.
The promotion arrives as Apple’s services division, which includes Apple TV+ alongside music, gaming, and cloud storage offerings, continues to show strong financial performance. The company reported $25 billion in services revenue during its latest fiscal year, with impressive gross margins of 74%.
Industry analysts view the free weekend as part of Apple’s broader strategy to strengthen its position in the streaming marketplace. “This isn’t just about immediate subscriber acquisition,” said Marcus Thompson, senior streaming analyst at Digital Media Insights. “It’s about showcasing Apple TV+ as an integral part of their larger entertainment ecosystem.”
The service has distinguished itself through a curated approach to content, focusing on original programming rather than maintaining an extensive library of licensed shows and movies. This strategy has resulted in critically acclaimed series like “Silo,” which will be available during the preview period.
Apple TV+ operates within the company’s larger streaming hub, which includes additional features like movie rentals, purchases, and select sports programming available outside the subscription paywall. The free weekend could drive engagement across these complementary services.
While Apple has not disclosed specific subscriber numbers for its streaming service since its November 2019 launch, industry observers note steady growth in both content offerings and market presence. The platform’s integration with other Apple services, including bundled subscription options, has helped establish it as a significant player in the streaming landscape.
The promotion requires only an Apple ID, which can be created free of charge, removing barriers to entry for potential viewers. This approach allows Apple to showcase its content to a broader audience while potentially converting free viewers into paid subscribers.
As streaming services continue to compete for viewer attention and subscription dollars, Apple’s free weekend strategy could set a precedent for future promotional efforts in the industry.
