May 4th, 2022, Stephan Shakespeare
The slap heard around the world dominated headlines in the wake of the 2022 Academy Awards – which may well have funnelled some attention away from the actual victors on the night, including Apple’s Best Picture-winning CODA. Nevertheless, data from YouGov BrandIndex shows that the company’s AppleTV+ service (where the film was released concurrently with its theatrical run) enjoyed a significant bounce in the weeks following the ceremony.
Between March 26 (the day before the Oscars) and April 16, general sentiment towards AppleTV+ (measured through our Impression metric, which tracks whether consumers have an overall positive or negative view of a brand) rose from 1.8 to 7.3 (+5.5). The Oscar win, as well as the ongoing rollout of star-studded series like the Gary Oldman-fronted spy drama Slow Horses, also helped drive Quality scores from 6.2 to 10.6 over the same period (+4.4). Customer satisfaction saw a slight jump too from 2.5 to 4.7 (+2.2.).
Bringing home the gold allowed AppleTV+ to widen its commercial appeal. With Current Customer scores more than doubling from 2.8 to 6.5 between March 27 and April 16 (+3.7), the win appears to have increased signups. With Consideration scores increasing from 6.9 to 12.9 (+6.0), the number of people thinking about taking the plunge and subscribing has shot upwards as well. AppleTV+’s Index scores, a measure of brand health that takes the average of Impression, Value, Quality, Reputation, Satisfaction and Recommend scores, jumped from 1.4 to 5.0 (+3.6), and may neatly summarise the benefits of Oscar glory.
AppleTV+ would no doubt have preferred if its big night – where it became the first streaming service to win Best Picture – wasn’t overshadowed by a moment of sudden violence. But it nevertheless saw a serious uptick in consumer interest in the wake of CODA’s Oscar win – which will be particularly heartening news at a time when other streaming services are losing subscribers and shutting down.
This article originally appeared in City A.M.