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Source: Huanqiu.com

[Global Network Technology Comprehensive Report] July 29 news, according to foreign media The Telegraph, Apple is meeting with the British Broadcasting Corporation Audience Research Board (BARB) to discuss advertising tracking and data collection options in the Apple TV+ subscription service. This news suggests that Apple is very likely to launch an "ad version membership" for the Apple TV+ subscription service, that is, a membership subscription model with advertising.

Since its launch in 2019, Apple TV+ has invested more than $20 billion (about 145.59 billion yuan) in the production of original programs. Although Apple has created a number of star-studded, well-made dramas and movies, and won numerous awards and praise, the platform's market share has not increased significantly.

According to statistics, Apple TV+'s TV ratings in the United States are only 0.2%, far lower than Netflix's 8%. There is even data showing that Netflix's one-day playback volume exceeds Apple TV+'s total monthly playback volume.

Faced with such market performance, Apple began to adjust its strategy, cut spending in the field of film and television content, and considered attracting more users by introducing advertising memberships. In recent years, streaming subscription services with ads have become a popular trend. Netflix and Disney+ both launched their own advertising memberships in 2022, and Amazon Prime Video also recently introduced advertising to its membership system, requiring Prime members to pay an additional fee each month to obtain ad-free services.

It is worth noting that, according to Business Insider, Apple has newly hired several senior people in the advertising field, including Joseph Cady, who has worked as an advertising executive at NBC Universal for more than 14 years. Cady is good at data-driven and precision advertising, and is expected to work with Apple's global advertising sales director Winston Crawford to jointly promote Apple TV+'s advertising plan.