Apple TV+ was the last to agree

Apple has reportedly been in discussions with the Broadcaster’s Audience Research Board (BARB) of the United Kingdom in order to investigate various methods of data collection for advertising purposes, as reported by MacRumors. BARB is in charge of supplying audience data for a variety of broadcasters, including the BBC, Channel 4, Sky, and others. Additionally, BARB is responsible for delivering data for Apple TV+ services. In what way does this imply? There is a possibility that Apple is getting ready to present its streaming service with advertisements.

The information that is provided by BARB is statistical; nevertheless, in order to acquire metrics that are related to advertising, it would be necessary for it to refocus its attention, which is why the platform and the Council have been meeting. According to MacRumors, Apple has been meeting with companies that share the same name as BARB in other countries, such as the United States. However, Fortune and other media outlets have confirmed that these meetings have not yet taken place. On the other hand, logic says that Apple might be launching movements that are comparable in other countries all over the world.

In Apple TV+, advertisements are not completely new. They have incorporated advertisements surrounding sporting events such as the broadcast of Major League Soccer in addition to self-promotion that occurs before programming (which viewers are able to avoid). Apple made a significant hire earlier this year when it hired Joseph Candy, an advertising executive who had previously worked for NBCUniversal.

When considering the most recent developments in the streaming industry, this action does not come as a surprise. Prime Video was the last of the streaming services to incorporate advertisements into its programming; nevertheless, all of them have already issued a warning that they will incorporate advertisements into their material in some form or another, sometimes interrupting films and television shows. These kinds of actions actually work as disguised price rises, either because of the cash that advertisements generate to the platform or because they serve as an excuse to offer viewers more expensive membership choices that do not include advertisements. It is for this reason that we must not forget that these types of movements.

The platforms are following the example set by Netflix, which has not performed poorly after its most recent actions in this regard. This is similar to the situation in a great number of other areas. They confirmed their upward line of subscriptions in the first quarter of 2024 as well as in the second quarter of the same year. The numbers of their subscriptions do not appear to be affected by advertising or other unpopular actions such as the persecution of shared accounts. The introduction of advertisements on Netflix has been followed by Disney Plus, Max, and SkyShowtime, which adjusted its pricing at the end of February. These companies have also declared that they will follow in Netflix’s footsteps. At the present, only the Spanish ones, Filmin and FlixOlé, are remaining steadfast in their refusal.

There have been reports that Apple has been in conversations with the Broadcaster’s Audience Research Board (BARB) in the United Kingdom in order to investigate the essential data collection strategies for monitoring the results of advertising operations. At this time, BARB is responsible for providing viewing statistics for major networks in the United Kingdom, such as the BBC, ITV, Channel 4, and Sky, in addition to Apple TV+ programming information. Based on these recent discussions, it appears that Apple is getting ready to launch a tier of its streaming service that is supported by advertisements, taking a step that is comparable to the actions taken by competitors like as Netflix, Disney+, and Amazon Prime Video.

Even though BARB already keeps track of the amount of time spent watching content on Apple TV+, extra methods are necessary in order to effectively analyze advertising data because of this. When it comes to evaluating the reach and efficacy of their advertisements on the platform, advertisers absolutely need to have access to this data. According to reports, Apple has also engaged in comparable conversations with rating agencies in the United States, in addition to taking place in the United Kingdom.

Additionally, Apple has already introduced a small amount of advertising into its live sports events, such as the broadcast of Major League Soccer from the previous year, where advertisements were included even for Season Pass holders. In addition, it is noteworthy that Apple recently strengthened its video advertising team by recruiting Joseph Cady, a veteran advertising executive who had previously worked for NBCUniversal.

A number of competitors, like Netflix and Disney+, have effectively introduced lower-cost tiers that are funded by advertisements. This has enabled them to raise their revenue and attract a greater number of users. Netflix, for example, recently reported record revenues, which can be partially attributed to a 34% increase in the number of subscribers to its ad-supported offering. Although Apple has reportedly reduced its spending on Apple TV+ content after investing over $20 billion in original programming, the push toward an ad-supported tier comes at a time when Apple is purportedly cutting its expenditure on Apple TV+ content.

Apple TV+ was the last to agree

By triji

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