Discovery has announced that an ad-lite version of Discovery+ is coming to the U.S and Ireland, beginning in March. The ad-lite service will cost £3.99 or €4.99 a month, compared to the ad-free service with a price of £4.99 or €5.99 a month.
Discovery says this is the first subscription streaming service to offer an ad-supported version in the U.K. The service will continue to roll out across Europe and the Middle East is expected later this year.
“Increased SVOD stacking is driving interest in ad-supported options globally and, as the market only gets more competitive, we want to offer UK consumers that same choice and value through Discovery Plus,” said James Gibbons, executive VP and GM for Discovery in the U.K. and Nordics. “We know there is an appetite for choice amongst our users as research shows us nearly three quarters of Discovery Plus subscribers are open to seeing adverts if it means a reduction in price and we look forward to launching our new offering in response.”
“The move to an Ad-Lite proposition for Discovery Plus in the UK will offer brands omnichannel solutions that reach highly engaged, passionate superfans,” said Katie Coteman, VP, head of advertising and partnerships for Discovery Networks in the UK and Ireland.