While Apple has not launched its own streaming service yet, analysts suggest that unifying different platforms under a single app, could pave the way for one. Netflix is able to know what users are watching, when they are watching it and on what device. This is a "prized asset", according to Paolo Pescatore, director of multiplay and media at CCS Insight, who said this is why Netflix hasn't integrated with Apple's TV app.
But the iPhone maker's attempt to pull in a number of services could be its way to build a picture of consumer behavior, particularly in terms of the shows they are watching, which could give the company the data needed to know what content to invest in.
"This is an indication perhaps Apple want to know more about consumers because it gives them a degree of confidence to invest in original content knowing that consumers will be interested in that content which is what has been behind the success of Netflix to date," Pescatore told CNBC by phone.
TV is seen as a way for Apple to continue growing its services which has become increasingly important amid slowing iPhone sales. Apple Chief Executive Tim Cook said on the company's latest earnings call that television and original content is a "great opportunity". But the U.S. technology giant has moved cautiously into original content. Earlier this year, Apple bought the rights for "Carpool Karaoke" featuring James Corden, as well as commissioning a show called "Planet of the Apps".
Pescatore said with increasing competition in the streaming space, it is getting harder to differentiate and so Apple needs to invest heavily in content. One area could be in sports, not necessarily for live TV rights, but in web distribution.