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Since MediaRadar began tracking Discovery+ advertising on August 1, 2021, the streaming platform has had more than 540 advertisers, growing at an average monthly rate of 15%.

The company ended last year with 22 million direct-to-consumer subscribers, an increase of 2 million subscribers since the end of the third quarter, with the vast majority being from Discovery+.

The new tier option will provide a cost-effective option for the streamer's viewers. Prices will be set at £3.99 or €4.99 a month, and the The Discovery Plus Entertainment & Sport Pass will cost £6.99 or €6.99 a month.

The streamer's offering, featuring 11 national productions and coverage in 19 languages, has helped the games' views exceed PyeongChang 2018. Only four days after the games kicked off, linear television shares in the Nordics have also performed well.

The approval is a major hurdle dealmaker needed to clear ahead of the merger between the two media conglomerates, which is expected to be finalized later this spring.