Discovery ups discovery+ cost and adds ‘ad-lite’ offering

Discovery has revealed plans to introduce an ‘ad-lite’ version of its streaming service, discovery+ in the UK.

The company will divide its streaming platform between two offerings starting from £3.99 per month or £39.99 per year, while the ad-free option is getting a price increase.

Dubbed the ‘discovery+ Entertainment Pass’, the cheaper tier will offer access to the streamer’s unscripted content with advertising. It does not include access to discovery+’s sports content, including its coverage of the winter and summer Olympics.

Sports content is reserved for the premium ‘discovery+ Entertainment & Sport Pass’, which replaces the existing standard ad-free subscription. 

This reshuffle comes with an increased price for the ad-free discovery+. The streamer, which currently costs £4.99 per month or £49.99 per year, is increasing to £6.99 per month or £59.99 per year.

James Gibbons, EVP, GM UK and Nordics, Discovery, Inc., said: “We are pleased to outline our ‘Ad-Lite’ proposition in the UK and Ireland for discovery+, following the successful roll-out for Discovery in the US. 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+.

“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 head of advertising and partnerships Discovery Networks UK & Ireland, added: “The move to an ‘Ad-Lite’ proposition for discovery+ in the UK 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.”