According to a recent article by The TelegraphApple is planning to introduce advertising on its streaming platform in the UK. Let’s take a look at what this means and what the implications of this choice could be.
Apple has entered into discussions with the UK Broadcaster’s Audience Research Board (BARB) to explore techniques for collecting data to track advertising results. BARB currently provides viewing statistics for major UK networks, including the BBC, ITV, Channel 4 and Sky, as well as Apple TV+ programming.
These new discussions indicate that Apple is preparing for thelaunch an ad-supported Apple TV+ subscription tierfollowing the example of competitors like Netflix, Disney+ and Amazon Prime Video.
While BARB already tracks Apple TV+ content watch time, additional techniques will be needed to accurately track advertising metrics. This data is critical for advertisers, as it allows them to assess the reach and impact of their campaigns on the platform. Beyond the UK, Apple is also reportedly in similar discussions with ratings firms in the US.
Apple has already experimented with limited ad inclusion in its live sports, such as last year’s Major League Soccer coverage, where ads were also present for Season Pass holders. Interestingly, in March, Apple hired Joseph Cady, a former NBCUniversal advertising executive, to bolster its video advertising team.
Competitors like Netflix and Disney+ have successfully launched low-cost ad-supported levels, attracting new subscribers and increasing revenue. For example, Netflix recently reported record revenue, thanks in part to a 34% increase in subscribers thanks to its ad-supported tier.
An ad-supported subscription could attract new users who find the current price too high. However, it will be crucial to see how Apple manages the balance between free and paid content while maintaining the high quality we expect from Apple TV+.
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Source: www.iphoneitalia.com
