According to MacRumors, Apple’s streaming platform has also succumbed to the need for advertising dollars. It's one of the only remaining platforms that doesn't insert ads.
According to MacRumors, Apple has been in discussions with Barb Audiences, a British TV ratings organization, to explore techniques for collecting advertising-oriented data. Barb is responsible for providing audience measurements for UK TV channels such as the BBC, Channel 4, Sky, and others. It also supplies data on Apple TV+ programming. This suggests that Apple might be preparing to introduce advertising on its streaming service.
Barb currently provides statistical data, but it may need to shift its focus to gather advertising-specific metrics. This would explain the meetings between Apple and Barb. MacRumors reports that Apple has also been in talks with companies in the U.S. that offer similar services, although Fortune reports that these meetings haven’t yet occurred. Nonetheless, it’s logical to assume that Apple could be making similar moves in other countries.
Advertisements aren’t new to Apple TV+. In addition to running self-promotion before the content (which viewers can skip) begins, the company has also included advertising in sporting events such as Major League Soccer broadcasts. Interestingly enough, earlier this year, Apple hired Joseph Candy, an advertising executive from NBCUniversal.
This move isn’t surprising, given recent trends in the streaming industry. Prime Video was the latest to include ads in its programming, but all streaming services have indicated that they’ll introduce ads to their content in some form or other, sometimes interrupting series and movies. It’s important to note that these moves effectively act as hidden price increases, either because of the revenue the ads provide to the platform or because they serve as a reason to offer viewers more expensive, ad-free subscription options.
In many ways, other platforms are following Netflix’s lead. Netflix has continued to do well after making some changes. During the first and second quarters of 2024, the platform confirmed an increase in subscriptions. Advertising or unpopular measures like cracking down on shared accounts doesn’t seem to be impacting this growth. After Netflix moved to include ads, Disney+ and Max followed suit (or announced that they would).
This article was written by John Tones and originally published in Spanish on Xataka.
Image | Apple
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