Apple is reportedly considering introducing advertising to its Apple TV+ streaming service, potentially ending its status as the only major ad-free streaming platform. Recent discussions between Apple executives and Barb, the UK’s television ratings body, suggest that Apple is exploring ad tracking on its service, according to The Telegraph. The Telegraph reports that discussions with Barb, which already tracks time spent watching Apple TV+ content, indicate that collecting advertising metrics may require additional data collection methods. The move would bring Apple in line with rivals such as Netflix, Disney and Amazon Prime, which have recently launched ad-supported tiers on their platforms. Relatedly, The Telegraph reported in March that Apple hired former NBCUniversal advertising chief Joseph Cady to bolster its advertising department. The company has experimented with advertising before, selling ad space around Major League Soccer broadcasts for $4 million last year.

The potential shift to advertising comes as streaming services look to grow revenue and subscriber numbers amid a cost-of-living crisis and increased competition. The Telegraph noted that Netflix recently announced record revenue of $9.6 billion for its latest quarter, partly due to a 34% increase in subscribers to its advertising-based service. However, Apple is facing challenges as it looks set to begin cutting production costs after investing more than $20 billion in original content. The Telegraph cites recent data from Kantar showing a slowdown in subscriber growth, with Apple TV+ falling to fourth place in terms of new subscribers in the UK after holding the top spot for six months. According to The Telegraph, Netflix and Disney have been under Barb's watch for several years, and Amazon joined the rating agency in May.