Apple TV+ looks to be prepping a new ad-supported tier

Apple has hired a key ad exec from NBCUniversal as it builds its list of TV ad hires, Business Insider reports. Apple TV+ is widely expected to follow other streamers by adding an ad-supported tier.

Lucia Moses for Business Insider:
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Apple has been making a string of advertising hires, more signs of its ambitions to grow its TV ad business.

The latest big hire is Joseph Cady, a 14-year NBCUniversal ad exec whose most recent title was EVP of advanced advertising and partnerships, putting him in charge of data-driven and targeted TV advertising, Business Insider has learned. Cady also set up and oversaw NBCU’s partnerships with Amazon, Google, TikTok, and others…

Cady is expected to work closely with Winston Crawford, who became Apple’s head of global ad sales in September, running the team that supports the Apple TV+ streamer and other Apple products… Cady will also likely work closely with Lauren Fry, a TV and video ad sales veteran Apple hired in February 2023 as head of video ad sales. Her hire suggested the company could have ambitions for an ad-supported tier for Apple TV+ or an ad sales executive dedicated to the MLS and possibly the MLB.

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MacDailyNews Take: As we wrote back in October 2022:

A free ad-supported tier would obviously break Apple TV+ open to a much wider audience.

Hearing from a little birdie that Apple is planning to launch an ad-supported version of its Apple TV+ streaming-video platform. pic.twitter.com/tfbt7JyMLs

— MacDailyNews (@MacDailyNews) August 4, 2022

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