Apple is continuing work on an ad-supported tier for Apple TV+, according to a new report. If the details are correct, the UK could be one of the first locations where a new ad-supported plan goes live.
Apple has already engaged in talks with the UK’s Broadcaster’s Audience Research Board (Barb), according to The Telegraph, over advertising tracking options. While Barb already tracks Apple TV+ usage, the report explains that the TV audience ratings agency would need to deploy additional techniques to capture advertising data.
Even though talks aren’t a guarantee that an ad-supported plan is definitely coming, it is another strong indictor that Apple intends to launch an ad-supported tier.
As we alluded to last year, the price is one of the clearest indicators that an ad-supported tier is on its way. Following the last price increase, the cost of an Apple TV+ subscription rose to $9.99 a month. Having an ad-supported tier available will once again allow Apple to offer a cheaper plan, potentially attracting more subscribers.
A subscription cost just $4.99 a month when Apple TV+ first launched in late 2019, half the price it is today. If a new ad-supported tier was to become available in the near future, it seems likely that it would be priced closer to this original cost.
In the UK, a £4.99 ad-supported tier would also allow Apple to better compete with other services. Both Disney+ and Netflix currently offer £4.99 ad-supported tiers in the UK, and with Amazon Prime Video and Paramount+ also offering plans under £7, Apple TV+ at £8.99 is one of the more expensive streaming services around.
A similar situation is in effect in the U.S. While Apple TV+ costs $9.99 a month, Discovery+ ($4.99), Paramount+ ($7.99 from Aug. 20), Peacock ($7.99), Netflix ($6.99), Disney+ ($7.99), and Hulu ($7.99) all currently offer cheaper plans.
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