Apple is working on introducing ads to Apple TV+ in the UK, according to Telegraph.
Apple has apparently been in discussions with the British Broadcaster Audience Research Board (BARB) to explore the necessary data collection techniques to monitor ad performance. BARB currently provides viewing statistics for major UK networks including the BBC, ITV, Channel 4 and Sky, as well as programming on Apple TV+. These new discussions suggest that Apple is preparing to introduce an ad-supported tier to its streaming service, similar to moves made by competitors such as Netflix, Disney+ and Amazon Prime Video.
While BARB already tracks viewing time for Apple TV+ content, additional techniques are needed to accurately track advertising metrics. This data is vital for advertisers to assess the reach and impact of their campaigns on the platform. In addition to the UK, Apple has also held similar discussions with rating agencies in the United States.
Apple has already included limited advertising in its live sporting events, such as last year’s coverage of Major League Soccer, where ads were included even for Season Pass holders. Also of note, in March Apple hired Joseph Cuddy, a former advertising executive from NBCUniversal, to bolster its video advertising team.
Competitors like Netflix and Disney+ have successfully launched cheaper, ad-supported tiers that have helped them attract additional subscribers and increase revenue. For example, Netflix recently reported record revenue, in part due to a 34% increase in subscribers on the ad-supported tier. The push to an ad-supported tier comes as Apple is reportedly reducing its spending on Apple TV+ content after investing more than $20 billion in original programming.
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