Apple TV Plus could be next to get an ad-based tier after Netflix, Disney and Amazon

12 Mar 2024

According to Business Insider, Apple has recruited a number of ad execs. Its most recent hire is NBCUniversal's Joseph Cady, who was with the network for 14 years as the executive vice-president of advertising and partnerships with responsibility for both data-driven and targeted TV advertising. Apple has also reportedly been testing a new AI-powered tool, similar to one that Meta and Google utilize, for optimizing App Store ads.

It's possible that after upping its prices by 31%, Apple may be looking at ads to introduce a lower-priced tier. But it's also possible that like Amazon, Apple intends to bring ads to its standard subscription tier or like Disney, that it's thinking of offering a new cheaper subscription. Either way, the approach was successful for Netflix after it reported that sign ups jumped considerably in the months following its ads tier rollout.