Apple in talks to bring ads to Apple TV+

Apple is working on introducing ads to Apple TV+ in the UK, according to The telegraph.

Apple TV Plus Feature 2 Dark Teal

Apple has reportedly been in discussions with the UK’s Broadcaster’s Audience Research Board (BARB) to explore data collection techniques needed to track advertising results. BARB currently provides audience statistics for major UK networks including the BBC, ITV, Channel 4 and Sky, as well as Apple TV+ programming. These new discussions suggest that Apple is preparing to implement a level of ad funding on its streaming service, similar to moves made by competitors such as Netflix, Disney+ and Amazon Prime Video.

While BARB already monitors watch time for ‌Apple TV‌+ content, additional techniques are needed to accurately track advertising metrics. This data is essential for advertisers to assess the reach and impact of their campaigns on the platform. In addition to the UK, Apple is also reportedly in similar discussions with ratings bodies in the US.

Apple has included limited ads in its live sporting events before, such as during last year’s Major League Soccer broadcast, which included ads even for Season Pass holders. It’s also worth noting that in March, Apple hired Joseph Cady, a former advertising executive at NBCUniversal, to bolster its video advertising team.

Competitors like Netflix and Disney+ have successfully launched lower-cost, ad-supported offerings, which have helped them attract new subscribers and grow revenue. For example, Netflix recently reported record revenue, thanks in part to a 34% increase in subscribers to its ad-supported offering. The move toward an ad-supported service comes at a time when Apple is reportedly cutting back on its Apple TV+ content spending after investing more than $20 billion in original programming.

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