It is considering introducing ads to Apple TV+ in the UK, potentially changing the streaming experience with a new subscription plan.
Apple, which delivers a premium experience across devices, is said to be contemplating an act that can shock most people. The company recently sat with the broadcasters’ audience research board (Barb).
It discussed the inclusion of ads on Apple’s streaming platform, Apple TV+. This platform hosts hit shows such as Severance and Ted Lasso.
The main topic of discussion between Apple and Barb was how Apple could use viewer data to improve ad placement on Apple TV+. According to the Telegraph, Key UK broadcasters, including the BBC, ITV Channel 4, and Sky, own Barb.
Barb gathers information regarding viewing behavior and accesses the time users watch different programs on the platform.
This indicates that Apple will launch an ad-supported plan for its Apple TV+ service in the UK. Other streaming giants, such as Amazon Prime Video, Disney Plus, and Netflix, already have such tiers but at reduced subscription costs.
Falling subscriber growth or an upcoming soccer tournament?
The need to accelerate the growth of paying subscribers probably drives Apple’s interest in an add-supporting tier. Bidding farewell to Q4 2023, the company lost the position of the fastest-growing streaming service and ranked fourth.
However, Netflix experienced a 37% rise in subscribers once it introduced an ad-supported tier and began addressing the issue of password sharing.
Another potential reason could be Apple’s desire to obtain the exclusive rights to broadcast a significant social event planned for 2025 in the UK.
Presently, a subscription to this platform in the UK costs £8, which is higher than the US price of $9.99. Apple also offers an Apple One subscription in the UK.
In this, users can get service, iCloud storage, Apple Music, and Apple Arcade for £18 per month for one user or £24.95 for a family of up to five.
However, it is still to be seen whether it will compromise the streaming quality in the ad-supported plan, like the other streaming giants.
