Now TV, a popular UK-specific OTT TV provider, has recently introduced ads. They're really annoying but of course you can opt out as part of their £5 a month pr

Now TV, a popular UK-specific OTT TV provider, has recently introduced ads. They're really annoying but of course you can opt out as part of their £5 a month premium surcharge (also slightly upgrades your picture resolution and adds surround sound). It's basically just a way of creaming off some extra cash from your more affluent subscribers while keeping the low price of entry. Very similar to airlines and train companies upselling "premium economy" seats which are basically the same as plain old economy about ten years ago.