Apple’s revamped TV app is ready to stream its new shows

Along with the long-awaited introduction of Apple’s TV and movie streaming service, the company also introduced a new Apple TV app for iPhone, iPad and Apple TV.  The updated design is meant to make it easier to find content, no matter the source – whether that’s Apple’s new TV channels service, Apple TV+, your iTunes library, cable or satellite TV, or other streaming services, like Amazon Prime Video or Hulu.

The updated app includes a new “Watch Now” tab where you can pick up where you left off on current shows, see suggestions of trending and popular content, or dive into personalized recommendations that get smarter the more you’re on the app.

The interface looks much like what you’d expect from a streaming service – with sections like “What to Watch” or “New and Noteworthy” where image thumbnails of the shows are browsed through horizontally.

When you find things you like, you can add items to your Watch Later list.

Similar to Roku’s TV and movies hub, The Roku Channel, or Amazon’s Prime Video Channels, the Apple TV app will also offer a simple way to subscribe to premium channels.

With a few clicks, you can start a free trial to paid channels like HBO, Showtime, Starz and others, using your saved payment information.

To navigate the app, you can tap on the sections across the top: Watch Now, Movies, TV shows, Sports, Kids and Library. Some of these have had small changes, as well.

For example, the brand new Kids experience lets children browse by their favorite characters, similar to Netflix.

There are other nice touches as well – like the ability to skip shows’ intros to get straight to the action – and, of course, you can still use Siri to find content and control the experience.

The revamped app will be available on Apple TV, iPhone, and iPad in May, and will come for the first time to the Mac this fall. It will also become available worldwide in over 100 countries, when the OS update arrives.

As previously announced, the Apple TV will be available on non-Apple devices for the first time, too. This includes smart TVs like those from Samsung, LG, Sony, and Vizio, as well as on Roku and Amazon Fire TV platforms at a later date.

TiVo prepares to split its business into two as it pursues sale

DVR maker TiVo is preparing to split its company into two businesses: one, focused on its products like its Bolt family of DVRs, and the other on its licensing and intellectual property businesses. The move will help to address some of the complexities with those businesses, TiVo Interim CEO Raghu Rau, explained, which may make it more attractive to buyers.

By splitting the company into two, TiVo may be able to “facilitate strategic transactions,” with interested parties, Rau said, on the company’s Q4 earnings call this week with investors.

The CEO also noted that TiVo was in active discussions with parties who were interested in each its product and its IP businesses, but the overall strategic review process – which began a year ago – was taking longer than TiVo had anticipated.

“So we do agree that this process has taken longer than we had hoped particularly because of the complexity and uniqueness of our two businesses,” Rau told investors. “We’re hoping that we’ll give you another update the next quarter based on the ongoing discussions that we are having. But beyond that, I’m not willing to put a time limit on when this will happen because the interest of the Board and the management is to ensure that we get the best outcome for the shareholders and that’s what this whole review process has been focused on,” he said.

The issue seems to be that potential acquirers may want either the licensing business or the products business, but not both.

According to a report from LightReading, that’s definitely the case with potential buyers, sources told them. In addition, TiVo was described as being reluctant to move forward on anything significant until it knew more about the outcomes of its legal battles with Comcast over licensing and patents.

Rau noted that TiVo hadn’t actually announced that TiVo is separating, only that it’s now working on the various logistics issues that have to be addressed in order to separate the business, like the preparation of historical financials, audits and understanding of tax implications.

The company also said it ruled out a “transformative acquisition” a couple of quarters into its ongoing strategic review process, which began in February 2018.

TiVo itself was acquired by Rovi Corp. for $1.1 billion in 2016, and the combined entity kept the name TiVo. The deal enhanced TiVo’s patent portfolio, and today 9 of the top 10 pay TV service providers in the U.S. license its portfolio of IP, except for Comcast, whose license lapsed (which is why it’s in the courts.)

Given the relative recency of that merger, TiVo’s decision to now split the business again strongly hints that it’s had trouble finding a deal for the company as it stands today.

TiVo remains a household name, thanks to its line of TiVo branded DVRs which cater to pay TV subscribers and cord cutters alike. But the company has made some missteps along the way, as it tried to keep up with the increasingly competitive market. For instance, in an effort to differentiate itself, its newer Bolt DVR adopted an odd, angled shape that some found aesthetically displeasing. That matters, of course, because these DVRs have to be on display in your living room. (Unlike, says, Amazon’s new Fire TV Recast which can be hidden away in a back room of the house.)

In addition, TiVo’s model which relies on monthly subscriptions (or a larger “lifetime” fee) are harder for consumers to stomach at a time when there’s so much choice among media devices.

Combined with the larger shift away from pay TV and consumer adoption of players like Roku and Amazon Fire TV – even among pay TV subscribers – TiVo’s business is not what it once was.

The company in its earnings reported this Tuesday brought in a loss of $2.33 per share to end fiscal year 2018. In the year-ago quarter, TiVo had posted a profit of 28 cents. Its revenue for the period was $168.46 million, 21 percent down from Q4 2017, and under analysts’ estimates of $173.85 million.

Roku on track for $1 billion in revenue in 2019

Roku plans to be a billion-dollar company in 2019, the company said on Thursday as part of its announcement of strong earnings. The company beat analyst estimates and reported strong growth in active users and streaming hours with earnings of $0.05 per share, compared with the $0.03 analysts had estimated, and revenues of $276 million, compared with the expected $262 million.

Roku also reported 40 percent year-over-year active user growth, with 27.1 million active users by year-end, and a 69 percent year-over-year increase in streaming hours, which reached 7.3 billion.

The company said it plans this year to invest in international expansion, its ad-supported service The Roku Channel, advertising, and its Roku TV platform.

While cord cutting is driving some of Roku’s growth, only around half of Roku’s customers fit this description, CEO Anthony Wood pointed out. The other half are more like “cord shavers” – those who are still pay TV subscribers, but are shifting more of their TV viewing to streaming services.

Roku’s ability to also attract pay TV customers combined with the fact that 1 in four smart TVs sold in the U.S. now runs its software, is helping the company’s market share grow.

Roku estimates that 1 in 5 U.S. TV households now uses the Roku platform for at least a portion of their TV viewing. In the year ahead, Roku aims to better capitalize on its traction by increasing the monetization per user and scaling the number of households using Roku.

In addition, the company sees a big opportunity in international.

“International is one of the top four areas we’re investing in,” Wood noted.

“Roku has more than 27 million active accounts globally today. Most of those are in the United States. But we believe many of the assets we built for the U.S. market will help us expand into other markets. And clearly streaming is a global opportunity with one billion households worldwide,” he said.

The company begin investing more substantially in international in 2018, and has now reached 20 countries. It has added more local content and is expanding its relationships with international resellers, said Wood. “We think you’ll start to see the results of this increased investment bearing fruit in 2020,” he added.

Roku also has high hopes for The Roku Channel.

The channel is now one of the top five most popular on the platform and grew from around 1,000 free movies and TV episodes in 2017 to now around 10,000. Last year, it added more streaming partners like ABC, Cheddar and People TV and even expanded into subscriptions, with add-ons like Showtime, Starz, and Epix.

The company believes the channel will continue to become a main destination on its platform, which helps Roku to monetize through advertising and its cut of subscription revenue, when customer opt to add on extra packages. But today the channel is still lacking many of the major subscription services, compared with the more robust lineup offered by Amazon Channels. For example, HBO is not offered through The Roku Channel today, nor is CBS All Access.

However, the company believes its financial performance will improve this year – reaching the billion in revenue mark, with platform revenues accounting for two-thirds of that. This, in part, will be due to growing its installed base and extracting more revenue from each customer, including through The Roku Channel.

It’s worth noting that Roku recently made it possible to stream from The Roku Channel directly on mobile devices, which will likely play a role here.

Roku has been growing at a rapid pace alongside the larger cord cutting and streaming TV trend.

In the past three years, it increased active accounts by 4 million, 6 million and then nearly 8 million, respectively, it said. And it quadrupled the size of its platform revenue from just over $100 million in 2016 to over $400 million in 2018. In the U.S., its active account base of 27+ million would make it equivalent to the No. 2 traditional pay TV provider.

In addition to international expansions in 2019 and investments in The Roku Channel, Roku aims to increase its Roku TV market share, and roll out new ad products in areas like marketplace, programmatic, and self-serve.

Roku’s investments in its platform led to 77 percent year-over-year growth to reach 151.4 million in revenue in Q4. But the player business is still growing too – 21 percent year-over-year to reach 124.3 million in revenue, Roku said.

However, a lot will changing in the streaming landscape this year, as new offerings from AT&T (WarnerMedia streaming service), Apple, Disney, Viacom (which just bought Pluto TV), and NBC hit the market.

But Roku believes it will weather these changes, too.

“I founded this company on the belief that all television was going to be streamed,” Wood told investors. “And it wasn’t that many years ago when there was no streaming, and then the only streaming was Netflix. It took a long time for the incumbents to embrace streaming. But they have. And that’s very gratifying to see every major media company in the world developing streaming strategies, which is great — it’s great for us, because we’re the leading streaming platform,” he said.

 

 

Netflix cancels “Friends From College” after two seasons

Netflix comedy series “Friends From College” will not return for a third season. The show’s co-creator Nicholas Stoller announced the news earlier today on Twitter.

Despite a very poorly-reviewed first season (the Guardian referred to it as TV’s “most hateable show”),”Friends From College’s” second season was better received. But apparently that wasn’t enough to save the show, which followed a group of Harvard graduates.

In a statement to Hollywood Reporter, Netflix said “We’re grateful to creators Nick Stoller and Francesca Delbanco for creating a wise, funny and supremely relatable show. We also want to thank the hard-working crew, and we raise a glass to the amazingly talented cast including Keegan-Michael Key, Fred Savage, Cobie Smulders, Nat Faxon, Annie Parisse, Jae Suh Park, and Billy Eichner.”

The news that Netflix is bidding adieu to “Friends From College” came a few hours after it confirmed that “The Punisher” and “Jessica Jones” will not be renewed, the last two Marvel shows after it cancelled “Iron Fist,” “Luke Cage,” and “Daredevil.” Netflix’s purge of Marvel shows may be related to the end of its deal with Disney, which plans to produce its own superhero content for its new upcoming streaming service.

Wattpad’s latest deal will turn its stories into TV shows and movies in Korea

Wattpad’s ambitions to grow beyond a storytelling community for young adults took another leap forward today with the announcement of a new partnership that will help expand its reach in Asia. The company has teamed up with Huayi Brothers in Korea, who will now be Wattpad’s exclusive entertainment partner in the region. The two companies will co-produce content sourced from Wattpad’s community, as it’s adapted for film, TV and other digital media projects in the country.

Development deals like this are not new to Wattpad at this point.

In the U.S., the storytelling app made headlines for bringing the teen hit “The Kissing Booth” to Netflix, which shot up to become the No. 4 movie on IMDb for a time.

Wattpad also recently announced a 2nd season for “Light as a Feather,” which it produces with AwesomenessTV and Grammnet for Hulu.

It additionally works with eOne, Sony, SYFY, Universal Cable Productions (a division of NBCUniversal), and Germany’s Bavaria Fiction.

Outside the U.S., Wattpad has 26 films in development with iflix in Indonesia.

And WattPad’s feature film “After,” based on Anna Todd’s novel, will arrive in theaters on April 12.

Key to these deals is Wattpad’s ability to source the best content from the 565 million some stories on its platform. Do to so, it uses something it calls its “Story DNA Machine Learning technology,” which helps to deconstruct stories by analyzing things like sentence structure, word use, grammar and more in order to help identify the next big hits using more than just readership numbers alone.

The stories it identifies as promising are then sent over to content specialists (aka human editors) for further review.

This same combination of tech and human curation has been used in the past to help source its writing award winners and is now being used to find the next stories to be turned into novels for its new U.S. publishing arm, Wattpad Books.

In addition to its hit-finding technology, studios working with Wattpad also have a way to reach younger users who today are often out of touch with traditional media, as much of youth culture has shifted online.

These days, teens and young adults are more likely to know YouTube stars than Hollywood actors. They’re consuming content online in communities like Reddit, TikTok, Instagram, YouTube, Twitter, and elsewhere. And when it comes to reading, they’re doing more of that online, too – whether that’s through chat fiction apps like Hooked or by reading Wattpad’s longer stories.

Wattpad says it now has 70 million uses worldwide, who now spend 22 billion combined minutes per month engaged with its website and app.

With the Korean deal, Wattpad is further growing its international footprint after several other moves focused on its international expansions.

For example, today’s news follows Wattpad’s raise of $51 million in funding from Tencent; its appointment of its first Head of Asia for Wattpad Studios, Dexter Ong, last year; and its hiring of its first GM of India, Devashish Sharma, who is working with local partners to turn its stories into movies, TV, digital and print in the region.

Huayi Brothers Korea hasn’t announced any specific projects from the Wattpad deal at this point, but those will follow.

“Wattpad’s model is the future of entertainment, using technology to find great storytellers and bring them to an international audience,” said, Jay Ji, CEO, Huayi Brothers Korea, in a statement. “In an era of entertainment abundance, working with Wattpad means access to the most important things in the industry: a data-backed approach to development, and powerful, proven stories that audiences have already fall in love with,” he said.

Netflix launches ‘smart downloads’ feature on iOS to automate offline viewing

Netflix today is launching a new feature on iOS devices that will help make it easier to watch its shows when you’re offline. The “smart downloads” feature, as it’s called, will automatically delete a downloaded episode after you’ve finished watching, then download the next one — but only when you’re connected to Wi-Fi.

The idea is that users will no longer have to go through the tedious work of managing their downloads — deleting those they’ve watched or downloading new titles, for example. Instead, the app can manage the downloads for you, so people can spend more time watching Netflix shows.

Smart downloads make sense for those who plan for intermittent connectivity — like commuters who take underground trains, for instance, or those who travel through dead spots where wireless coverage drops. It also makes sense for those on limited data plans, who are careful about not using streaming video apps unless they’re on Wi-Fi.

Offline features like this are key to attracting and retaining users in emerging markets where connectivity concerns are the norm. That’s likely why Netflix prioritized Android over iOS, for the initial launch of smart downloads.

The feature had first arrived on Android last summer. It’s now offered across platforms, including iOS and in the Windows 10 Netflix app, the company says.

Offline access is only one area where Netflix is focusing on the needs of those in developing markets. The company late last year also began testing a more affordable, mobile-only subscription.

Non-U.S. users accounted for 7.31 million of the 8.8 million new subscribers Netflix added in the last quarter, as the U.S. market has become more saturated.

To use smart downloads on iOS, you can toggle the option in the Netflix app settings. It then turns itself on when you’re connected to Wi-Fi, to ensure your data plan won’t be used and your device storage won’t fill up as you watch offline. The feature will alert you when the episode in question has been downloaded.

“The faster our members can get to the next episode of their favorite stories, the better. Now, fans on the Netflix iOS app can get in on the fun and convenience of Smart Downloads, spending less time managing their downloads and more time watching,” said a Netflix spokesperson in a statement about the launch. “The feature is one more way we’re making it easier for Netflix fans to take the stories they love wherever they go,” they added.

Free streaming service Tubi plans to invest $100M+ on content in 2019, expand internationally

Free TV and movie streaming service Tubi is preparing to double down on content acquisitions this year, the company announced this morning. The service today offers over 12,000 movies and TV series, totalling 40,000 hours of content. All of this can be streamed for free as the content is paid for not via customer subscriptions, but rather by advertising. Now the company is preparing to invest over $100 million to expand its library this year, after hitting profitability in Q4 2018, and tackle new markets.

Founded in 2014, Tubi has benefitted from the trend towards cord cutting, as well as the increasing number of younger consumers who never opt to pay for cable or satellite TV in the first place – sometimes called the “cord nevers.”

The company claims that its viewership increased by over 4.3 times from December 2017 to December 2018, which allowed it to hit the profitability milestone. In the fourth quarter alone, it saw more revenue than in all of 2017 combined, it also noted. And it grew revenues by 180 percent-plus in 2018.

On the advertising front, the company says it ran campaigns from over 1,000 advertisers in 2018, including those from the majority of the top CPG and automotive companies.

However, several aspects of Tubi’s business aren’t being disclosed alongside today’s news – only the highlights. What the company won’t say is how many monthly active users it has, how many hours they watch, or how many ad impressions take place across its platform. These sorts of metrics are critical to measuring success in ad-supported video.

Along with its plans to grow its library, Tubi is preparing to expand outside the U.S. and Canada, with the first market launching this quarter.

To help fund its growth and content acquisitions, Tubi closed on $25 million in debt financing from Silicon Valley Bank in December.

These plans come at a time when Tubi’s business model has been seeing increased competition.

For example, Roku entered ad-supported programming with its own The Roku Channel launch in fall 2017, and said earlier this month it now has 27 million user accounts. Of course, Roku doesn’t break that down by how many use its platform for other services, versus those who specifically launch Roku’s own free content – but that is its ad-supported channel’s potential reach.

In addition to Roku, Tubi competes against Walmart’s ad-supported video on Vudu; Amazon-owned IMDb’s new service FreediveViacom’s latest acquisition, Pluto TV; Sinclair’s local broadcaster-focused service Stirr; and soon, Plex. Comcast will also launch a free streaming service for its pay TV customers in 2020.

Tubi, like many of these services, believes in its potential as consumers tire of being nickeled and dimed for video subscriptions.

“In 2018 we at Tubi saw tremendous growth as consumers, fatigued by SVOD subscriptions and services, sought alternative entertainment choices,” said Farhad Massoudi, CEO of Tubi, in a statement. “We will continue to use profits to make bigger bets on content, enhance the viewing experience, and continue to press ahead into new grounds in what is our core advantage: technology and data,” he added.

In reality, however, Tubi competes for attention among a growing streaming market, which includes those paid subscription video offerings. Today’s consumers are building out customized bundles that make sense for them – a little Netflix and HBO perhaps, fleshed out with some free content through services like Tubi, for example.

Tubi’s advantage, of course, is that it doesn’t have to spend the billions on content and originals that subscription video services like Netflix do to win users. Instead, it relies on titles that have mainstream appeal, but may not be winning any awards – like older movies, kids shows, B-flicks, horror films, and reality TV.

At the end of the day, however, Tubi won’t necessarily gain from people tiring of subscription video, but from the growing influx of cord cutters who are searching for older or niche content not included in subscription libraries -or who just want to watch a free movie.

 

TV broadcaster Sinclair launches STIRR, a free streaming service with local news and sports

Local TV broadcasting company Sinclair Broadcast Group today announced the launch of a new streaming service called STIRR that aims to bring local TV news and other content to the growing number of cord cutters across the U.S. The company today owns over 190 TV stations, which it’s leveraging in order to create its own “skinny bundle.” However, unlike TV streaming services such as Sling TV, PlayStation Vue, Hulu with Live TV, or YouTube TV, for example – STIRR will be free and ad-supported instead of a paid subscription.

The service will offer access to national news, sports, entertainment and digital-first channels and a video-on-demand library in addition to its local content, which serves as the anchor for the new service.

In a special channel called STIRR CITY (yes, all caps), the service will stream a curated, 24/7 program lineup based on where the viewer lives. This will include local news, local and regional sports, entertainment and city-focused lifestyle programming from the local Sinclair TV station in that city.

STIRR CITY joins other original channels developed for the service, including STIRR Movies (for some reason, no caps), STIRR Sports, and STIRR Life.

STIRR Sports and Life will offer locally focused programs, we’re told. For example, the Sports channel may show high school football, and the Life channel might show a local lifestyle show like “Seattle Refined.” When local content isn’t available, the channels will be fleshed out with content aggregated from other networks on STIRR.

STIRR Movies will also be aggregated content, but the company is exploring additional deals, we’re told.

At launch, there are over 20 national networks and digital-first stations available, but few are notable.

The list includes: BUZZR, Charge, Cheddar, Comet, CONtv, Dove Channel, DUST, FailArmy, Futurism, Gravitas, Mobcrush, MovieMix, NASA TV, Outdoor America, The Pet Collective, SOAR, Stadium, TBD, The T, and World Poker Tour.

The company says it plans to grow its selection to over 50 networks by the end of 2019.

It’s clear, however, that the network selection won’t be the draw here – it’s the local content.

Today, it’s still fairly difficult for cord cutters to access local programming. While consumers can use a digital antenna to capture over-the-air TV signals for free, it requires the installation of a not-very-aesthetically-pleasing antenna. (At least Amazon’s Fire TV Recast gives you the option of hiding the antenna in a back room so as not to junk up your entertainment center.)

But even with an antenna, signals can be hit-or-miss – some areas have poor reception, or are too far from the signal’s source for a good experience.

And while the new crop of live TV streaming services provide another means of accessing local channels, they are not free.

Plus, the live TV services include cloud DVRs which subscribers use to record programs then skip the ads. STIRR doesn’t have a recording option, which may make it attractive to advertisers.

“Despite the explosive growth of new national over-the-top (OTT) services, local TV station’s programming, especially local news, has remained some of the most popular and desired content to audiences and advertisers alike,” said Adam Ware, STIRR’s General Manager, in a statement. “By creating the STIRR CITY channel format, local TV stations can now extend their programming strength to OTT,” he added.

Ware also points out that STIRR will give advertisers a way to reach a different demographic who is no longer watching traditional TV.

“Local broadcast traditional skews older. Streaming skews younger,” he tells TechCrunch. “This brings the two together for the first time,” he says.

STIRR’s ad sales will be coordinated between Sinclair Digital, OTT Compulse and Sinclair’s local stations. And its ad revenue is shared with content partners. (The company hasn’t ruled out a premium version that eliminates ads, we understand, but has nothing like that at launch.)

Also of note, you don’t have to live in a particular city to tune into its local programming via STIRR. That’s good, too, because STIRR doesn’t have a presence in all major metros. But it will suggest your closest markets when you load the app.

One caveat about STIRR: while local programming is available, STIRR won’t stream the primetime shows that these networks carry – you’ll still need your antenna or a paid streaming service for that. (Or, if you’re like a growing number of TV viewers, you don’t watch much network TV these days, in favor of streaming shows on Netflix and Amazon.)

In time, STIRR’s selection of content could be enhanced by more regional sports channels, as it’s a top bidder for those being sold by Disney and Fox. That could make the service more compelling.

STIRR is available for free on the web, iOS, Android, Amazon Fire TV, Apple TV, and Roku.

*We’ve run into some launch bugs when testing STIRR, and have gotten page load errors when trying to access the Channel Guide. Hopefully these will smooth out in time as traffic stabilizes.

 

 

 

 

Tablo’s new DVR for cord cutters skips the commercials for you

Nuvyyo, the makers of the Tablo OTA DVR aimed at cord cutters who want to watch and record live TV, just gave their DVR a big upgrade. At the Consumer Electronics Show in Las Vegas, the company launched a redesigned DVR called the Tablo Quad, a four-tuner DVR that now offers the option for an internal SATA drive instead of only external USB drives. But the more exciting news is Tablo’s new ability to automatically skip the commercials when you play back a recording. There’s not even a button to press – the software does it for you.

The commercial-skipping feature is still in beta, and the company won’t get into its secret sauce too much here. We understand, however, that Tablo is licensing the technology from a partner, as opposed to using something it built itself in-house.

According to the company, it’s not using human labor to mark where shows end and commercials begin. Instead, the tech is described as a “cloud-based hybrid of digital signal processing algorithms and machine learning.”

To work, the shows are uploaded to the cloud, where the commercials are marked on the recording.

It’s able to figure out which portions of a program are commercials because of how they’re filmed – with quick cuts, for example. That’s why it works well on a show like “Big Bang Theory” but doesn’t work too well on your local news.

Still, the feature is notable because it’s automatic – you don’t have to worry with fast-forwarding or even pressing a commercial skip button, as on TiVo. It also works across all timeslots and shows, for the most part – not only those airing during primetime.

When the commercials are detected, Tablo will skip past them in the Tablo apps for Roku, Fire TV, Android TV and Apple TV, the company says.

However, the feature is only available to Tablo customers who pay for a subscription for their Tablo OTA DVR – including the Quad as well as older devices.

The Tablo Quad, like other Tablo DVRs, offers an option guide data subscription service, which provides the episode and series synopsis, cover art, and metadata for programs airing over the next two weeks. It also includes access to advanced DVR features like one-touch recording and out-of-home streaming through Tablo Connect, as well the new commercial-skipping feature.

The subscription is $4.99 per month or $49.99 per year, depending on how you choose to pay. You can also opt for a one-time payment of $149.99 for lifetime service.

Tablo QUAD will be available in late Q1 2019 at an MSRP of $199.99.

The commercial-skipping open beta will launch in March for any subscription-enabled Tablo OTA DVR.

Apple is bringing iTunes content to Samsung’s Smart TVs

Ahead of Apple’s plans to introduce its own streaming service this year, the company has partnered with Samsung to allow iTunes content to be accessible on Samsung Smart TVs. Samsung announced this morning that it will offer access to iTunes Movies and TV shows through a new “iTunes Movies and TV” app on its Smart TVs across 100 countries, and it will offer AirPlay 2 support on its Smart TVs in 190 countries worldwide.

Samsung is the first TV maker to have direct access to iTunes content though this new “iTunes Movies and TV” app, but this is not the first time that iTunes content has been accessible outside of Apple’s own ecosystem.

iTunes content is already accessible today through the third-party Movies Anywhere application, alongside purchases from Prime Video, Google Play, Microsoft Movies & TV, Vudu, and others. That app currently works on a number of streaming media devices, like Roku, Fire TV, Apple TV and others, but not yet on Samsung Smart TVs. In addition, Apple Music can today be streamed on Android devices and iTunes is available on Windows PCs. 

According to Samsung, Apple’s new “iTunes Movies and TV Shows” app will allow Samsung Smart TV owners to browse their existing iTunes library and the iTunes store, where they can purchase and rent hundreds of thousands of movies and TV episodes, including a large selection of 4K HDR titles. The movies and TV shows will also work with Samsung Smart TV features, like the Universal Guide, the new Bixby, and Search.

Meanwhile, Samsung is making AirPlay 2 support available on a range of Smart TVs, including QLED 4K and 8K TVs, The Frame and Serif lifestyle TVs, as well as other Samsung UHD and HD models. This will allow TV owners to play videos, photos, music, podcasts, and more on their TV.

“We look forward to bringing the iTunes and AirPlay 2 experience to even more customers around the world through Samsung Smart TVs, so iPhone, iPad and Mac users have yet another way to enjoy all their favorite content on the biggest screen in their home,” said Eddy Cue, senior vice president of Internet Software and Services at Apple, in a statement about the launch.

Given Apple’s plans to launch its own streaming service in 2019 – presumably through its existing iTunes app – it makes sense that Apple would make that app available on more devices in the living room, where it doesn’t have as much of a presence thanks to Apple TV’s small footprint.

The new app and AirPlay 2 will be offered on 2019 Samsung Smart TV models this spring. Samsung says. 2018 Samsung Smart TVs will receive a firmware update to enable access.