In a novel promotion, Season 1 of breakout Apple TV+ series Severance will stream free on the Roku Channel during the runup to the second-season premiere.
Viewers can access the first season of the show, which stars Adam Scott and is executive produced by Ben Stiller, through January 19 on Roku. Season 2 will premiere on the subscription Apple TV+ service on January 17. Non-subscribers to Apple TV+ can sign up and get the first three months free in a deal being offered along with the first-season run.
The promotion has some precedent, but it remains an unusual unlock of subscription programming during its prime. Netflix swung a deal with Univision for Narcos and other series, with prior seasons airing on free broadcast TV ahead of upcoming SVOD premieres. AMC has also done similar cross-promotions with Netflix and YouTube is a frequent ungated promo partner for a range of networks looking to increase awareness.
For Roku, the partnership plays directly into its strategy of serving as a driver of subscription streaming. In theory, viewers will catch up on Season 1 and be engaged enough to pay for Apple TV+ ($10 a month as a stand-alone) via Roku.
Another element of the initiative is a “fan experience” from January 17 to 19. The package includes a free preview of season two and behind-the-scenes content, including an exclusive cast interview and character intros for characters including Mark S. and Helly R.
The three-month free promotion is good through February 3. The Fan Experience is accessible directly from the home screen menu on supported Roku devices.
