The days when streaming platforms were ad-free by default are long gone. Netflix, Disney+, Max, and Prime have all introduced ads to some extent, and now another service could join the fold.
Numerous hires at Apple headquarters appear to indicate that the tech giant is exploring the possibility of running ads on its streaming service, Apple TV+. So far, the platform has only had one tier for users with a flat rate – although the price has increased several times since its initial launch.
All this could soon change. Here’s everything we know – you can also check out all the ways to get Apple TV+ for free.
Does Apple TV+ receive ads?
Although Apple has not officially confirmed that ads are coming to its streaming service, there are many reasons to believe that it is working on a project related to this topic.
In the first months of 2024, Apple has hired many advertising specialists who have received attention from the press.
Business Insider reported on March 11, 2024 that the company had hired Joseph Cady, a former employee of NBCUniversal where he held a 14-year tenure and most recent title of executive vice president of advanced advertising and partnerships.
Other new additions to Apple over the past year include Jason Brum, who worked at Xandr, DirecTV and NBCUniversal, Chandler Taylor, formerly of Peacock, and Jacqueline Bleazey who joined the video ad sales team.
Apple TV
Aside from the team members, Apple also raised eyebrows by having a very large presence at the Cannes Lions advertising festival, where it hosted panels and meetings (via Business Insider). It also sold ads for its MLS games last year.
Finally, the most obvious reason why Apple TV+ might introduce ads is that most of its main competitors have done so as well. Netflix recently announced that it saw 23 million monthly active users worldwide with its cheapest ad-supported plan, according to Variety.
Ad-supported and ad-free tiers appear to be the future of streaming, so it makes sense that Apple would get a piece of the pie.
When could the ad-supported tier of Apple TV+ launch?
All of the above are now just rumors, but Apple traditionally reserves its big announcements for June or September. The latter has traditionally been focused on iPhones, so summer is a more likely time – during its annual WWDC conference.
This would give new recruits time to create an ad-supported tier ready to launch. Of course, that could be later – we’ll wait and see if we know more.
How much could Apple TV+’s ad-supported tier cost?
Most streaming services have introduced ads as a cheaper subscription alternative. Netflix Standard with ads costs £4.99/$6.99 per month, while Disney+ Standard with ads costs £4.99/$7.99 per month.
When Apple TV+ first launched, it was priced at $4.99/£4.99 per month. Now it costs £6.99/$6.99 per month. Therefore, it is possible that Apple will bring back a price similar to when it debuted.
Apple
The other option is to follow Amazon Prime Video’s lead by introducing ads by default at the current price, then offering ad-free streaming as an option. Amazon charges $2.99/£2.99 per month for this.
It is worth saying that the company has come under scrutiny from annual subscribers, who have not been graced with ad-free streaming. It also removed Dolby Vision and Dolby Atmos without informing users.
What could ads look like on Apple TV+?
We don’t yet know what the details of the ads will be on Apple TV+. Both Netflix and Disney+ set a time limit of minutes of advertising per hour, which is around four/five minutes.
Both of these platforms also include content limits to 1080p and no downloads for users. Therefore, Apple TV+ could introduce similar restrictions on its service to incentivize subscribers to pay higher subscription fees.
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