Apple is reportedly exploring the possibility of introducing an ad-supported tier for its Apple TV+ service, potentially offering a more affordable subscription option. According to recent reports, Apple executives have been in discussions with the UK's Broadcaster's Audience Research Board (BARB) to explore data collection methods necessary for monitoring advertising effectiveness. BARB currently provides viewing statistics for major UK networks such as the BBC, ITV, Channel 4, and Sky, as well as for Apple TV+ content.
The talks suggest Apple is preparing to integrate ads into its streaming service, a move that aligns with industry trends. Other streaming giants like Disney+ and Netflix have successfully launched ad-supported tiers, attracting subscribers who prefer lower-cost options. Apple has already experimented with limited advertising, such as during live sports events, including Major League Soccer coverage.
In addition to the UK discussions, Apple had similar meetings with ratings organizations in the US in 2022. Although those discussions did not lead to immediate changes, the hiring of a former NBCUniversal advertising executive by Apple indicates a renewed focus on this strategy.
As Apple TV+ aims to expand its subscriber base while managing programming costs, an ad-supported option could provide a new revenue stream and attract budget-conscious viewers. This potential shift could mark a significant change in Apple's streaming strategy, offering viewers a choice between an ad-free experience and a more affordable, ad-supported subscription.