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According to Bloomberg, in order to support Apple TV+, Apple is actively negotiating to obtain more film licenses from major Hollywood studios.

Apple has traditionally focused on original productions for its streaming platform, but it has increasingly sought to expand its offerings by acquiring shows from the extensive libraries of established studios, the people said.

While Apple TV+ has had some success with original series, those hits have been relatively few and the service has struggled to keep up with its competitors.

Apple TV+ launched in November 2019, positioning itself as a premium service with a slate of high-quality original content. Despite critical acclaim and numerous awards, including 72 Emmy nominations this year, ‌TV‌+ has not gained the same subscriber base as its competitors.

Just 11% of U.S. households use ‌TV‌+, compared with 55% for Netflix, according to research firm MoffettNathanson.

To address this, Apple has begun experimenting with licensing, and earlier this year it licensed about 50 movies from Hollywood studios for its service in the United States.