Apple TV+ may soon jump on bandwagon of ad supported plans

Netflix, Disney+, HBO Max, and Amazon Prime Video have all integrated advertising in varying degrees, and now it appears another contender may be considering following suit.

Recent hires at Apple's headquarters suggest that the tech giant is exploring the potential implementation of advertisements on its streaming service, Apple TV+. Up to now, the platform has operated solely on a flat-fee subscription model, although the subscription price has undergone several adjustments since its initial launch.

During the early months of 2024, Apple made several notable additions to its team, including Joseph Cady, a former long-serving executive at NBCUniversal, where he held the position of EVP of advanced advertising and partnerships for 14 years. Other recent recruits include Jason Brum, with prior experience at Xandr, DirecTV, and NBCUniversal, as well as Chandler Taylor, formerly associated with Peacock, and Jacqueline Bleazey, who joined the video ad sales division.

Apple's conspicuous participation at the Cannes Lions advertising festival, marked by panel discussions and business meetings, as well as its sale of ads for MLS games last year, have raised speculation about its potential foray into advertising.

Netflix recently disclosed that it had attracted 23 million global monthly active users through its entry-level ad-supported subscription plan. Such successes among its competitors could prompt Apple to explore the possibility of introducing an ad-supported tier.

It seems that the streaming landscape is increasingly moving towards offering both ad-supported and ad-free subscription options, and Apple appears poised to potentially capitalise on this trend.

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