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Jamie said it is “at the lower end of already dire expectations and in contrast to the days following the GDPR roll out when publishers and ad tech vendors were boasting of pretty high consent rates."

He added “The market is always adapting, finding new ways to prove results. This can drive more value to the premium end of the market.”

Joseph said “Clubhouse is still invite-only, so they are not judging success by how many people are using it. They are much more focused on getting compelling-content creators and then hoping that the users will follow at some point in the future.”

Tom said viewers’ passion counts. “Succession on Sky doesn’t rate very highly — around 200,000 viewers — but they are passionate enough to renew their subscriptions to see the next season, which makes it valuable enough for Sky to pay to fly [its star] Brian Cox over for the programme launch."

He added “As TV shows get more expensive, with more broadcasters collaborating and with more at stake, you probably will find data being used like this. Shows like Amazon’s Lord of the Rings cost the same as a big-budget picture, so you would think they could get audience feedback before putting it out. As things get more expensive, people want more certainty.”

Abi said “The opportunity to drive up new subscribers in the under-35s bracket is small. Older adults also tend to be later adopters of new technologies. Given how long streaming has been around now, it’s not surprising that the streamers are starting to pick up traction in this age group.”

Francois said “They were trying not to upset Sky, and to be No. 2."

Enders Analysis senior media analyst Jamie MacEwan said: "The timing makes sense.

"Apple probably anticipates increased demand for exposure on the App Store. That's because Apple's iOS privacy changes have made other options less attractive."

Ad campaigns on other sites had less reliable measurements of success, he said.

And app developers ran ads only if they were sure the cost of winning new customers was lower than the amount they would spend on the app.

"As its ads business grows, Apple will have to make sure its execution on consent and privacy is impeccable" to avoid accusations of putting itself first, Mr MacEwan added.