Apple is investigating whether it can sell an Apple TV subscription with ads. The company is in talks with several publishers, according to Digiday sources. Apple would even want to build a separate advertising platform for that.
Digiday, a trade magazine for the publishing industry, spoke to several anonymous sources about the plans. Those sources tell the site that Apple is in talks with several publishers to see how the company can incorporate ads into its paid Apple TV+ subscription. According to one of the sources, the company would start with that in early 2023. Many details about what that model looks like is not known; for example, it’s not clear whether a cheaper plan that contains ads will become available, as other streaming services like Netflix are currently experimenting with, or whether a new plan with a higher price will be added.
Apple would build its own advertising system specifically for Apple TV, a so-called demand side platform on which advertisers can purchase their advertisements. According to Digiday, Apple has been working on that since August, but now the sources tell the company that the DSP is specifically intended for Apple TV and not for other services that show ads.
Ads are already showing on Apple TV right now. In America, for example, the company already broadcast advertisements for certain sports competitions. However, those advertisements are broadcast by the provider itself. With the new plan, Apple would also like to show the ads with existing programs, including the exclusive shows on the platform.