AT&T CEO claims HBO will glean consumer data from Apple TV viewers
AT&T CEO Randall Stephenson in an interview this week said HBO will have access to viewer data from third-party distribution channels like Apple TV, seemingly contradicting Apple's stance on total consumer privacy.
AT&T CEO Randall Stephenson.
Stephenson aired what appear to be solidified plans on WarnerMedia's data sharing strategy with CNBC's Andrew Ross Sorkin at the Fintech Ideas Festival on Wednesday. Of note, the AT&T chief seemed adamant that outside distribution deals with internet-based services like Roku, and the forthcoming Apple TV Channels, include viewer information.
Access to customer data is "critical" and "foundational" to AT&T's overarching media distribution strategy, Stephenson said, implying that all deals concerning WarnerMedia properties include some type of data sharing provision.
Sorkin asked if that included Apple.
"Just pick the one you want to pick, we will have access to data," Stephenson said. "It's critical to everything we're trying to do. It's critical to the content creation algorithm, it's critical to advertising delivery, it's critical to marketing. It's really critical to everything we're trying to do."
The revelation runs counter to assurances made by Apple in introducing Apple TV Channels.
Introduced by vice president Peter Stern, Channels is an upcoming Apple TV feature that will allow customers to subscribe to premium networks directly from the TV app. AT&T's HBO is on the launch list, as are Showtime, Starz, Cinemax, Epix and more.
As with nearly all of Apple's Monday announcements, Stern hammered home the company's dedication to user privacy.
"The Apple TV app delivers on all these principles, including out commitment that we won't share your personal information with anyone," Stern said, alluding to features like expert curation, personalization and family sharing.
It should be noted that while Apple said it does not allow data sharing like advertiser tracking on Apple News+, or similar methods with Apple Card, the company did not make the same overt promises for Apple TV Channels.
AppleInsider reached out to Apple for clarification and will update if a response is received.
Apple TV Channels is set to debut in May alongside an update to the TV app. Prices for premium services have not been revealed, though some predict subscriptions to run $10 per month.
AT&T CEO Randall Stephenson.
Stephenson aired what appear to be solidified plans on WarnerMedia's data sharing strategy with CNBC's Andrew Ross Sorkin at the Fintech Ideas Festival on Wednesday. Of note, the AT&T chief seemed adamant that outside distribution deals with internet-based services like Roku, and the forthcoming Apple TV Channels, include viewer information.
Access to customer data is "critical" and "foundational" to AT&T's overarching media distribution strategy, Stephenson said, implying that all deals concerning WarnerMedia properties include some type of data sharing provision.
Sorkin asked if that included Apple.
"Just pick the one you want to pick, we will have access to data," Stephenson said. "It's critical to everything we're trying to do. It's critical to the content creation algorithm, it's critical to advertising delivery, it's critical to marketing. It's really critical to everything we're trying to do."
The revelation runs counter to assurances made by Apple in introducing Apple TV Channels.
Introduced by vice president Peter Stern, Channels is an upcoming Apple TV feature that will allow customers to subscribe to premium networks directly from the TV app. AT&T's HBO is on the launch list, as are Showtime, Starz, Cinemax, Epix and more.
As with nearly all of Apple's Monday announcements, Stern hammered home the company's dedication to user privacy.
"The Apple TV app delivers on all these principles, including out commitment that we won't share your personal information with anyone," Stern said, alluding to features like expert curation, personalization and family sharing.
It should be noted that while Apple said it does not allow data sharing like advertiser tracking on Apple News+, or similar methods with Apple Card, the company did not make the same overt promises for Apple TV Channels.
AppleInsider reached out to Apple for clarification and will update if a response is received.
Apple TV Channels is set to debut in May alongside an update to the TV app. Prices for premium services have not been revealed, though some predict subscriptions to run $10 per month.
Comments
What this data won't be however is the viewing information of personally identifiable individuals. Apple's collection method may not even provide this level of resolution.
"But they will never share or sell your data to third parties for marketing or advertising."
Apple defines personal information as: data that can be used to identify or contact a single person. So they can easily say they aren't sharing personal information without being dishonest. Apple never states they won't share non-personal information. Non-personal data has a less stringent sharing parameters. In fact Apple states: We also collect data in a form that does not, on its own, permit direct association with any specific individual. We may collect, use, transfer, and disclose non-personal information for any purpose.
Examples of non-personal information and some examples of how Apple uses it: We may collect information such as occupation, language, zip code, area code, unique device identifier, referrer URL, location, and the time zone where an Apple product is used so that we can better understand customer behavior and improve our products, services, and advertising.
So he has no reason to lie because Apple is probably not sharing personal information with AT&T beyond what's necessary to manage the account. But non-personal information like the type listed above? Yeah, I bet they're getting some of that.
I think that's how he perceives making televisions shows....a 'content creation algorithm'. I'm sure creative talent is running to work with him.
Of course Apple will have to share what people are watching. How else can a service/studio know WHAT to make?
-M