New feature coming to Apple TV+: More ads | Cult of Mac

New feature coming to Apple TV+: More ads


Ads might come to Apple TV+
You might someday see this message on Apple TV+.
Photo: Apple/Cult of Mac

Apple reportedly hired someone to grow the advertising business on its streaming video service. This is likely for ads shown during sporting events.

But it also raises the possibility that Apple TV+ might get an ad-supported tier some day. There have been hints of this in the past.

More video ads means more revenue for Apple

Films and series are shown on Apple TV+ without commercial interruption. But a new hire is a clear indication that the Mac-maker has its eye on increasing what it brings in from adverts.

“Apple has hired Lauren Fry, a TV and digital video advertising executive, to help build a video advertising business for its Apple TV+ streaming service,” The Information reported Friday.

This doesn’t come out of the blue. The company was allegedly talking to media agencies about adding adverts to its shows in autumn 2022.

Global video advertising is expected to total about $210 billion in 2023, and it seems Apple wants in on some of that enormous revenue stream.

Ads might appear all over Apple TV+

As noted, an Apple TV+ subscriber can enjoy breakout show Ted Lasso or new hit comedy Shrinking and never watch a single advert.

But those who watch Friday Night Baseball on Apple TV+ see plenty of commercials. In the United States, anyway. Those outside of the U.S. get a please-stand-by message.

It’s possible Apple hired Fry to line up more commercials for the streaming service’s sports content. That’s become more urgent now that Apple TV+ also offers all Major League Soccer matches for the 2023 season.

But the company also might be thinking bigger. Fry’s hire could be part of creating an advertising-supported tier for Apple TV+. If this happens, viewers will get a discount off their subscription fee in exchange for sitting through commercial breaks.

Cupertino could be planning to follow in the footsteps of Disney+, which recently raised the cost of its no-advert option, while adding a new ad-supported tier for what the ad-free version used to cost.


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