Apple in talks to bring ad-supported Apple TV+ option to UK, US
Apple has long been rumored to be in talks with various ad agencies in an effort to bring some level of advertising to its Apple TV+ service. While the service remains ad-free currently, this could be changing -- at least in the UK.
An ad-supported lower-cost tier could be coming to Apple TV+ in the near future.
The company is reported to have held discussions with the UK-based Broadcaster's Audience Research Board (BARB). Executives from Apple are said to have met with the group to explore the extra data-collection techniques needed to monitor advertising results.
Currently, BARB provides viewing statistics for all four main networks in the UK: the BBC, ITV, Channel 4, and Fox-owned Sky. The organization also provides Apple with viewing figures for Apple TV+ programming.
The new meeting suggests that Apple is preparing to offer an ad-supported tier to Apple TV+. There were similar meetings with ratings organizations in the US in 2022, but thus far nothing has come of those.
Apple has already accommodated limited advertising on its service, but thus far it has been limited to live sports events. Ads were included in last year's Major League Soccer coverage, for example, even for Season Pass holders.
The company is also said to have reduced its spending on Apple TV+ after having spent some $20 billion on programming thus far. Other services, including Disney+ and Netflix, have attracted additional subscribers through lower-cost, ad-supported tier offerings.
Apple recently hired an advertising executive formerly with NBCUniversal to join a team of other video advertising executives. It seems likely that Apple will eventually offer a lower-cost option that includes ads, alongside the current ad-free tier, in countries where the service is available.
Rumor Score: Likely
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Comments
Apple filling everything with ads really devalues Apple's brand; especially since there is data collection going on which is the antithesis to privacy. Steve tried baked in ads once way back in 1997 with Sherlock, it went down like a lead balloon and he vowed never to do it again. Cook of course is so obsessed with profit above all else that he's willing to devalue the brand and piss off paying subscribers by stuffing ads everywhere.
I mentioned previously that I unsubbed from Apple News+ partly because of the ads, which meant I also dropped Apple One as it was no longer worth it. Apple went from getting £450 per year to £109 for Apple Music only, just so they could make a couple of cents from some shitty ads.
If there are NO ads, then YOU are the customer.
When there ARE ads, then YOU are the product.
This changes the dynamic of the programs that are commissioned and streamed and invariably with ads, the race to the bottom can be rapid.
For Apple to enter the media business was never a smart move. Apple is not a broadcaster. Perhaps for AVP but there is plenty of content on other services and TV+ doesn't even require Apple TV.