Apple is reportedly considering introducing advertisements on its streaming service, Apple TV+, potentially ending its status as the only major ad-free streaming platform, The Times of India said, quoting a report in British newspaper The Telegraph.

The report stated that recent discussions between Apple executives and Barb, the UK’s TV ratings body, suggest Apple is exploring options for tracking ads on its service.

According to the TOI report, which was based on The Telegraph reporting, additional data collection techniques may be needed to capture advertising metrics. This move aligns Apple with competitors like Netflix, Disney+, and Amazon Prime Video, who have recently launched ad-supported tiers on their platforms.

In a related development, Apple has hired Joseph Cady, a former advertising executive from NBCUniversal, in March to strengthen its ad division. The company has previously experimented with advertising, selling ad spots around its Major League Soccer coverage last year for up to $4 million (3.1 million pounds).