discovery+ Ad-Lite Option to Launch in the U.K.

Discovery UK has unveiled plans to introduce an “Ad-Lite” offering for discovery+ customers in the U.K. and Ireland.

“We are pleased to outline our Ad-Lite proposition in the U.K. and Ireland for discovery+, following the successful rollout for Discovery in the U.S.,” said James Gibbons, executive VP and general manager for the U.K. and Nordics at Discovery, Inc. “Increased SVOD stacking is driving interest in ad-supported options globally, and, as the market only gets more competitive, we want to offer U.K. consumers that same choice and value through discovery+.”

The Ad-Lite product will offer customers increased value for money and continued access to content on the discovery+ platform. Starting on March 16, the discovery+ Entertainment Pass will be available at the lower price of £3.99/€4.99 per month or £39.99/€49.99 per year, compared to £4.99/€5.99 per month or £49.99/€59.99 per year. The discovery+ Entertainment & Sport Pass will remain ad-free on-demand and offer subscribers all of Discovery’s free and pay-TV channels, exclusive discovery+ originals and the full sports roster that includes the Olympic Games, tennis, Grand Tour cycling, snooker and motorsports for £6.99/€6.99 per month or £59.99/€69.99 per year.

Gibbens said: “From March, we will bring consumers two distinct products: both offering our premium unscripted content at great value, but with the choice of limited ads or ad-free viewing on-demand. By reshaping our offering we are able to reduce the cost of our Entertainment Pass to just £3.99/month, one of the most competitive price points in the market, whilst still offering less than half the amount of ads viewers experience through linear television. Through our Entertainment & Sport Pass, consumers have the choice to select an ad-free on-demand service and have access to all of our entertainment content plus our full sports lineup.

“We know there is an appetite for choice amongst our users as research shows us nearly three-quarters of discovery+ subscribers are open to seeing adverts if it means a reduction in price, and we look forward to launching our new offering in response.”

Katie Coteman, VP and head of advertising and partnerships for Discovery Networks UK & Ireland, said: “The move to an ad-lite proposition for discovery+ in the U.K. will offer brands omnichannel solutions that reach highly engaged, passionate superfans. As a premium media owner, it’s our responsibility to ensure we are delivering the best possible ad experience to users while ensuring buyers have optimum opportunities to buy against their desired audiences.

“We know that connected TV is where advertiser budgets are growing as they seek to follow viewers beyond linear, traditionally there hasn’t been the premium scale available in the U.K. but over three-quarters of consumption of discovery+ through connected TV, we are able to offer a premium environment with the scale advertisers have been looking for.”