Apple TV plots UK adverts

Apple is in discussions with the UK's TV ratings body, Barb, regarding the potential introduction of advertisements on its streaming service, Apple TV+. Recent meetings have focused on options for tracking advertising, as Barb currently monitors viewer engagement with Apple TV+ content. This move comes as Apple is the last major streaming service yet to implement an ad-supported tier, following similar strategies by competitors like Netflix, Disney, and Amazon Prime, which have introduced cheaper subscription options with ads to boost revenue amid a challenging economic climate.

In March, Apple hired Joseph Cady, a former NBCUniversal advertising executive, to enhance its advertising division. Although Apple has previously sold ad spots during events like Major League Soccer broadcasts, it has not yet launched a comprehensive advertising tier. The shift towards advertising is seen as a response to slowing subscriber growth for Apple TV+, which recently dropped to fourth place in new UK subscriber acquisitions, holding a 12% market share.

As streaming services face increased competition and a cost-of-living crisis, the need for additional revenue streams has become critical. Netflix recently reported record revenues, largely attributed to a surge in subscribers to its ad-supported tier. The discussions with Barb indicate Apple's intent to adapt to the evolving landscape of streaming services and audience measurement standards.