You may actually have to pay for Apple TV Plus to watch Ted Lasso’s second season

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Apple TV Plus launched on November 1, 2019, but chances are you (along with nearly two-thirds of other Apple TV Plus customers) won’t actually pay for it, thanks to Apple’s long free trials. But Apple may finally have gotten to the root of convincing people to actually pay their hard-earned money for another streaming service: the upcoming second season of sleeper hit. Ted Lasso, which debuts on TV Plus on July 23 – just after Apple’s free subscriptions for first customers expire on July 1.

It’s no secret that Apple TV Plus has a problem with paying subscribers: starting in January noted research firm MoffettNathanson that about 62 percent of TV Plus subscribers enjoy Apple’s free ride. The free trials for the service were originally intended for one year, but Apple has continued to extend them – first through February, then through July. The company is still offering a free year for new customers, but July 1 is the day that anyone who signed up on or shortly after launch will run out of time.

Apple has tried to make TV Plus a hit, but some of the most high-profile shows (such as The morning show or See) weren’t the big breakthrough hits Apple was hoping for. And the ongoing free trial extensions started to feel like Apple was fishing for a hit big enough to attract customers to sign up – and somehow it seems that the frantic popular Ted Lasso maybe.

The show’s first season (which is based on a series of Jason Sudeikis commercials) quietly debuted last summer, but the series’ charming cast, heartfelt stories and sheer optimism have resonated with fans in recent months. It has also won Apple some of its streaming service’s most prestigious awards, including a Golden Globe for Sudeikis’ role as titular coach.

The show is by far the biggest hit for Apple’s service, making the upcoming second season Apple’s best shot at attracting subscribers. This has been especially true since Ted LassoThe second season will feature 12 episodes, which could be a guarantee for several months of customers given Apple’s weekly releases – perhaps enough for Apple to get subscribers on board with another big marquee show like Mythical Quest or are forthcoming foundation adjustment.