Listening
Unlocking Word Meanings
Read the following words/expressions found in today’s article.
- canny / ˈkæn i / (adj.) – very smart
Example:The canny shopper waited for the sale to buy the expensive jacket.
- paywall / ˈpeɪˌwɔl / (n.) – a system that blocks access to certain online content unless the user pays for it
Example:Streaming apps often place the most recent movies behind a paywall so only paying members can watch them.
- hooked / hʊkt / (adj.) – very interested in something to the point where one cannot stop having, watching, or doing it
Example:The cast’s excellent acting kept the audience hooked throughout the show.
- fork over (something) / fɔrk ˈoʊ vər / (phrasal v.) – to pay or give money to something, often when it's not really wanted or because it's required
Example:Fans had to fork over $100 for the new perfume the celebrity released.
- lure / lʊər / (v.) – to attract or convince someone to do something by offering some exciting benefits or rewards
Example:The monthly discount sale event was designed to lure customers into the store.
Article
Read the text below.
Apple TV+ was hoping people would make a dent in the Strategic Popcorn Reserve by bingeing its streaming TV and movies for free in what experts are calling a canny promotion.
The two-day offer on the first Saturday and Sunday of January was intended to give viewers a taste of what’s behind the Apple paywall and get them hooked, ready to fork over $9.99 a month in the U.S.
Michael D. Smith, a professor of information technology and public policy at Carnegie Mellon University, said the two-day window is not too short to ignore and not too long to satisfy all demands.
While entertainment companies often use promotions and discounts to lure new customers, Apple TV+’s pitch has no catches, like entering personal info or credit card numbers. All you need is an Apple ID, which is free and which many people already have from the days of 99-cent song downloads.
Smith suspects that by the end of the promotion, Apple would have lots of data to sharpen its approach to new customers and returning ones, like himself. Apple would learn, for example, what genres are hot, which shows attract viewers and how long people spend watching.
There is some evidence that long-bingeing windows don’t help streamers build customers. A 2020 study by Miguel Godinho de Matos and Pedro Ferreira for the Initiative for Digital Entertainment Analytics at Carnegie Mellon found that binge-watching over several weeks reduces the post-trial likelihood of paid subscriptions.
Apple’s weekend deal was clearly an attempt to shake up its numbers. As of October 2024, it had an estimated 25 million subscribers, making it the eighth most popular streaming service by subscribers. Netflix, in No. 1, has 282.7 million.
Other streamers are also offering deals, like Hulu’s free 30-day trial, Starz’s $2-a-month plan or Peacock’s three-month trial for Samsung Galaxy owners.
“I think the battle amongst tech giants is all about content differentiation,” said Bo “Bobby” Zhou, a business professor at the University of Maryland. “‘How can I capture consumers’ attention?’ Because attention is the most valuable asset of anyone.”
This article was provided by The Associated Press.
Viewpoint Discussion
Enjoy a discussion with your tutor.
Discussion A
- Do you think free trials like Apple TV+’s two-day promotion help attract new customers? Why or why not? What features of a free trial would encourage you to try it? Discuss.
- Do you think it is necessary for businesses to always provide their customers with free trials or free items? Why or why not? If you were a business owner, what would be your policies for free trials? Discuss.
Discussion B
- According to Bo Zhou, “attention is the most valuable asset of anyone.” What do you think he meant by this? Do you agree or disagree with him? Why? Discuss.
- Do you think businesses can easily get your attention? Why or why not? As a consumer, what do you think is the most effective way to get your attention? Discuss.
