Apple is in talks with major Hollywood studios to expand its library of films available on Apple TV+, sources familiar with the discussions have revealed. This move is part of the tech giant’s strategy to offer a more diverse range of content on its streaming service, which has primarily focused on original productions.

While Apple TV+ has seen success with shows like Ted Lasso and The Morning Show, it still lags behind competitors in terms of subscribers. Services like Netflix and Disney+ have thrived by offering a combination of original content and classic movies and TV shows.

Recent research shows that only 11% of US households currently use Apple TV+, compared to Netflix’s 55% usage rate. Netflix also boasts the lowest cancellation rate among major streaming platforms.

Earlier this year, Apple secured licensing deals for around 50 films from Hollywood studios for its US audience, including popular titles like Mean Girls and Titanic. The positive response to this move has motivated Apple to pursue more licensing agreements, potentially making these films available internationally and adding new titles to the collection.

Apple’s push to diversify its content comes as the company celebrates its highest number of Emmy nominations yet, with 72 nods this year. Despite this recognition, some original films, such as Argylle, have not resonated with audiences as expected.

By expanding its film library and offering a wider variety of content, Apple aims to attract more subscribers and enhance the viewing experience for users of Apple TV+. Stay tuned for updates on new additions to the platform!