Apple is reportedly exploring the possibility of introducing an ad-supported tier for its Apple TV+ service in the UK. This move comes as the company is said to be in discussions with the Broadcaster's Audience Research Board (BARB), a key player in providing viewing statistics for major UK networks, including the BBC, ITV, Channel 4, and Sky.
The potential introduction of an ad-supported option marks a significant shift for Apple TV+, which has remained ad-free since its launch. The company's executives have met with BARB to discuss the additional data-collection techniques required to monitor advertising results effectively.
This isn't Apple's first foray into advertising for its streaming service. In the US, there were similar meetings with ratings organizations in 2022, though no concrete developments have been reported so far. Additionally, Apple has already experimented with limited ads during live sports events, such as Major League Soccer matches.
The potential move to an ad-supported model could be influenced by Apple's significant investment in Apple TV+ content, estimated at around $20 billion. The company has recently scaled back its spending and may be looking at new revenue streams to support its premium content library.
Other streaming giants like Disney+ and Netflix have successfully introduced lower-cost, ad-supported tiers, attracting a broader subscriber base. Apple seems poised to follow suit, especially after hiring an advertising executive from NBCUniversal to join its team.
The ad-supported tier could offer a more affordable option for viewers, allowing Apple to compete more aggressively in the crowded streaming market. This change is expected to roll out in the UK first, with potential expansion to other regions.
Stay tuned for more updates as Apple navigates this potential new chapter for Apple TV+.
