Apple is in discussions with the UK’s Broadcaster’s Audience Research Board (BARB) to explore data collection techniques for monitoring advertising results. BARB currently provides viewing statistics for major UK networks, including BBC, ITV, Channel 4, Sky, and Apple TV+ content. These discussions hint that Apple may be preparing to introduce an ad-supported tier for its streaming service, similar to Netflix, Disney+, and Amazon Prime Video.
While BARB already tracks viewing time for Apple TV+ content, new methods are needed to accurately monitor advertising metrics. This data is crucial for advertisers to evaluate their campaigns’ reach and impact on the platform. Apple has reportedly had similar talks with ratings organizations in the United States.
Apple has already included limited advertising in its live sports events, such as last year’s Major League Soccer coverage. In March, Apple hired Joseph Cady, a former advertising executive from NBCUniversal, to strengthen its video advertising team.
Competitors like Netflix and Disney+ have successfully launched ad-supported tiers, attracting more subscribers and increasing revenue. Netflix, for example, recently reported record revenues, partly due to a 34% increase in subscribers to its ad-supported tier. Apple’s move towards an ad-supported tier comes as it reportedly reduces spending on Apple TV+ content after investing over $20 billion in original programming.
Additionally, Apple’s iCloud Private Relay service experienced an outage, affecting some users’ ability to browse the web without turning off the service. The outage began at 2:34 p.m. Eastern Time but did not impact all iCloud users.
