Since launching in 2019, Apple TV has relied almost entirely on original content, shunning the licensing strategies employed by most streaming rivals. The only major exceptions were select children’s specials and bonus films—until now. A new acquisition strategy is emerging as Apple secures rights to established international series, signaling a shift in how it plans to build its content catalog.
Small Prophets: First Taste of Change
This summer, Apple TV made its first bold move away from original-only programming through the acquisition of Small Prophets, a critically acclaimed comedy from the UK. While not an Apple original, the show was picked up over the summer, with the streaming service premiering it domestically. Early reactions suggest it might be one of Apple TV’s strongest offerings this year.
Dustfall: A Global Reach
Following Small Prophets, Apple TV has now confirmed it will air Dustfall in 2027. The series, a crime drama set in Australia and starring Anna Torv, will first debut in certain territories overseas before launching globally on Apple’s platform. This mirrors the rollout Apple adopted for its recent British acquisition.
What This Strategy Means
While Apple remains committed to originals, it appears ready to embrace licensing as a growing piece of its streaming strategy. Acquiring high-quality, non-original series allows Apple TV to diversify its content lineup without the same investment and risk required for new productions.
Previous ‘exceptions’—kids’ holiday specials, bonus films—were modest in scale. But these two acquisitions show Apple now sees value in tapping into established international shows with proven audiences. Licensed content can help Apple speed up its content library growth and better compete with platforms rich in third-party titles.
Apple TV already charges $14.99 per month for standalone access or offers a discounted plan as part of the Apple One bundle.
Apple’s move from all-original content toward selectively licensing series suggests a more flexible, cost-conscious strategy. As content costs rise sharply, this shift could afford Apple agility in responding to changing viewer tastes—and fill gaps without overcommitting resources.
