Apple has reportedly held talks with UK TV ratings body Barb about tracking adverts on its streaming service.
According to The Telegraph, the meeting is the latest sign the company is preparing to launch an advertising tier to its streaming service.
Barb already monitors how much time audiences spend watching content on Apple TV+.
Apple is the last of the global streaming services to not offer an advertising-led option to subscribers.
Netflix, Disney and Amazon’s AVoD tiers are already monitored by Barb.
