The video streaming wars are hotting up. Apple has hired a former WarnerMedia executive to work on in-house film development, indicating that it plans to increase the output of original content on its Apple TV+ streaming service, The Information reports.
Jessie Henderson, the former executive vice president of feature films for WarnerMedia’s HBO Max streaming service, joins other recent hires, including Spotify executive Erika Clarke, former Lifetime executive Colleen Grogan and Zennen Clifton from 3BD Networks, as Apple looks to strengthen its content team.
While most streaming platforms bolster their original content with big TV shows and movies from third parties, the Cupertino giant has relied on a much smaller catalogue of Apple Originals, with its strategy regarding film production described as "modest and carefully considered, no more than 12 movies a year".
However, that number looks set to increase with Apple having signed a multi-year deal with Skydance for animated shows and films, and a first-look deal for movies with Imagine Entertainment, Ron Howard and Brian Grazer’s production company. Apple also acquired the Sundance film CODA for a record $25 million.
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