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.

Substack offers software to help people set up free or paid-for newsletters and promises the people creating them that they can write what they want and that they own their own mailing list and can take it with them if they leave.

Substack, they argue, is tearing apart that coalition of workers by ripping out the stars. But Douglas McCabe, media analyst at Enders Analysis, isn’t quite so sure.

“The internet just creates this endless cycle of aggregation, disaggregation, aggregation and disaggregation and that is an internet story, full stop,” he says. Substack “will end up aggregating particular kinds of content and trying to sell a single price point to access these 20 writers who talk about the environment or talk about the future of technology, or whatever it is they talk about”.

Gill Hind, analyst at Enders Analysis, said she did not expect the move to cannibalise the network’s advertising revenues, adding that the cost of production will be “minimal”. “It’s a good way forward, [Bauer] will get to know more about their consumers and get data back from that as well,” she said.  

Every limit to Apple’s ability to exert control over its own platform is a challenge to its strategy to derive long-term growth from services instead of devices, said Joseph Evans, head of tech at Enders Analysis.

“It’s striking that aside from games and maybe dating apps, there are very few new business models that have really thrived and become extremely profitable through in-app payments,” he said. “The kind of ‘transaction tax’ is probably part of why we haven’t seen as much business model innovation in that area.”

Claire Enders, the eponymous boss of the analytics firm, points out, for all of the talk of disruption from other broadcasters, streaming platforms and breakaway competitions, football leagues in England, France, Germany and Spain are all using the same providers as they were in 1992. Some fraught relationships are more stable than they look.