Apple continues to move toward introducing a new ad-supported subscription plan for Apple TV+. Recently, the company held several meetings with a major British rating body to discuss options for ad tracking. This was reported by 9to5Mac.

Earlier, the company hired a few more executives to help create an advertising plan, and recently these executives left for the UK.

They reportedly had a meeting with the Broadcaster Audience Research Board (BARB) to discuss additional data collection required for advertising. The results of the meeting are not yet known.

BARB is a major rating agency in the UK and already works with such representatives of the streaming industry as Netflix, Disney, and Amazon. This agency tracks how much time viewers spend watching content on streaming services, including Apple TV+.

Ad-supported subscription plans are becoming more and more popular after Netflix introduced a similar plan. In May, it was reported that the streaming service has 40 million subscribers who don’t mind watching ads. There was also news that Netflix was going to abandon its cheapest ad-free plan altogether.

Earlier, it became known that Apple spent more than $20 billion on the production of content for Apple TV+ and will now try to monitor the budget more closely.