[더구루=오소영 기자] LG Electronics is holding an event for free use of Apple’s online video service (OTT) ‘Apple TV Plus (hereinafter referred to as Apple TV+)’ in 93 countries around the world. With a strategy to respond to the recession in the TV market by strengthening the software platform business, it is also giving strength to OTT marketing.
According to LG Electronics on the 11th, the company provides a free 3-month subscription to Apple TV+. The target audience is customers who purchase LG Smart TV 4K/8K models from 2018 to 2024 and the lifestyle products Stand By Me and Stand By Me Go. If you subscribe to Apple TV+ through LG Electronics TV from the 6th to April 30th, you can watch content for free for three months. It applies to 93 countries where Apple TV+ is serviced, including Korea.
Apple TV+ is Apple’s OTT that was first introduced in the United States in 2019. It attracted subscribers by presenting original content in various genres, including movies, dramas, comedies, and sports. According to OTT integration platform Just Watch, Apple TV+ recorded a 7% market share in the United States in the third quarter of 2022. The service also began in Korea in November 2021.
LG Electronics held a three-month free subscription event to coincide with the launch of Apple TV+ in Korea. The plan is to increase the competitiveness of TV content by strengthening cooperation with Apple.
The global TV market is slowing down. As the pent-up effect (explosion of pent-up demand) disappeared after COVID-19 and OTT developed, shipments last year hit the lowest level in 10 years. According to market research firm Trend Force, global TV shipments last year amounted to 195 million units, down 2.7% from the previous year.
LG Electronics is seeking to transform into a platform company to break away from its profit structure centered on TV sales.
Park Hyeong-se, head of the Home Entertainment (HE) Business Division, who oversees the TV business, said in September last year, “LG Electronics is no longer a simple hardware manufacturer,” and added, “LG Electronics is a leading company that provides differentiated content and services based on innovation in smart TV platform webOS technology.” “We are a platform company with innovative and open software.”
LG Electronics increased the number of free channels in its advertising-based free content service ‘LG Channel’ from 1,900 at the end of 2021 to 2,900 in one year. Approximately 1 trillion won will be invested to strengthen content competitiveness. The OTT platform is also increasing by adding Netflix, Prime Video, Disney Plus, Paramount Plus, and Fubo TV.
LG Electronics’ webOS-based sales reached 500 billion won last year. The ambition is to increase it to 700 billion won this year and 1 trillion won next year.
