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Apple TV plots UK adverts

Executives meet with ratings body Barb to discuss options for tracking advertising

Apple has previously shown adverts on its streaming service, including selling ad spots around its Major League Soccer coverage last year that cost as much as $4m (£3.1m). The move into advertising marks efforts by streaming services to boost revenues and subscriber growth after the cost-of-living crisis and fierce competition prompted many consumers to ditch their subscriptions. After holding the top spot for new UK subscriber acquisitions for the last six months, Apple TV+ fell back into fourth place in the second quarter with a share of 12pc.

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