Apple Music TV: The New MTV-Style Livestream Video Channel

KEY POINTS

Apple Music TV can be streamed on Apple TV and Apple Music apps
New music videos will be launched every Friday on the channel
It is an ad-free platform, available only in the U.S. as of now

After a busy week of new launches including the iPhone 12, Apple introduced Monday its own MTV-style 24-hour live streaming channel, Apple Music TV, to air popular music videos. However, unlike MTV, this service will be ad-free.

Users can stream music videos on this channel through the browse tabs of the Apple Music and Apple TV app. It can also be streamed at apple.co/AppleMusicTV.

People do not need a subscription for this service like Apple’s other entertainment apps but licensing restrictions allow the channel to be available only in the United States as of now.

By entering into the music video space, Apple will compete with YouTube which has been dominant in the field for a while. But Apple Music TV may not be able to engage users like its rival music video streaming platforms including YouTube because it is not an interactive channel. There is no chat option, no integration with other Apple apps or features to mark your favorite songs and videos. But users who agree with the MTV formula of curated music video streaming may find it a likable service.

The channel started its journey with a video marathon of the top 100 songs streamed on Apple Music. It will also be releasing new music videos every Friday. This will help the company strengthen its relationship with artists who collaborate with Apple Music regularly.

The channel will stream top music videos and interviews of Bruce Springsteen on Oct. 22 to mark the release of his new album, The Verge reported. Apple Music TV is being viewed as a direct, free marketing tool for the company as it is available to stream for free on millions of Apple devices. It is not clear if the company will use the channel to air some of its Apple TV+ content.

The Cupertino tech giant held an Apple Event on Oct. 13 for the new iPhone 12 series smartphones and other devices such as new Apple Watch models, iPad Air with A14 Bionic and HomePod mini. It is rumored the company will launch more products this year in an event in November.