Apple has engaged in discussions with the UK’s TV ratings organization, Barb, indicating a possible move to bring ads on Apple TV+.
Executives from Apple have recently met with Barb to explore methods for tracking advertisements on Apple TV+, according to The Telegraph.
Barb is owned by broadcasters including the likes of the BBC, ITV, Channel 4, and Sky. It currently provides official viewing metrics for British TV. It already tracks the time viewers spend on Apple TV+, but extra data collection techniques would be required to monitor advertising.
This development suggests Apple may join other rival streaming services in incorporating ads. In March, Apple hired Joseph Cady, a former NBCUniversal advertising exec, to bolster its advertising division. Apple has previously sold advertising spots during its Major League Soccer coverage, with some costing up to $4 million.
Unlike Netflix, Disney, and Amazon Prime, which have introduced cheaper, ad-supported tiers, Apple has yet to launch a similar offering, and recently was rumoured to have slashed its spending on Apple TV+ content, after plunging down $20 billion.
Netflix is flourishing with its cheaper ad-supported tier and plans to debut new ad tech in Canada first. The most recent quarter for Netflix saw a 34% surge in subscribers for the cheaper ad tier.
Apple TV+ costs $12.99/month in Canada and is also included in select Apple One subscriptions. If a cheaper ad-supported tier launched for $5.99/month, just like Netflix, you can bet more people would subscribe to give it a shot.
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So in a few years, instead of cable shows with ads, we will get streaming platforms with ads..haha