- India’s entertainment market, valued at $28 billion, is a battleground for leading streaming platforms, each vying for a share of the vast and diverse audience.
- With the recent strategic content deal between Apple and Indian telecom operator Bharti Airtel, the competition is set to intensify.
OUR TAKE
Disney+Hotstar, Amazon Prime Video, Netflix, ZEE5, JioCinema, and Sony LIV are leading the way in providing a wide range of content to Indian viewers. As Apple makes its entry into the Indian market with its content deal, it will be interesting to see how it competes with these established players. With the growing demand for entertainment options in India, the streaming industry is set to continue its rapid growth in the coming years.
–Rebecca Xu, BTW reporter
What happened
In a groundbreaking move, tech giant Apple has entered India’s booming streaming market through a strategic partnership with telecom company Bharti Airtel. The deal, announced last week, marks a significant step for Apple as it seeks to expand its presence in one of the world’s largest and fastest-growing markets.
Under the partnership, Airtel will offer exclusive access to Apple’s streaming service, Apple TV+, to its customers in India. This move is seen as a bold attempt by Apple to tap into the rapidly expanding digital entertainment industry in the country, where a young and tech-savvy population is increasingly turning to online streaming platforms for their entertainment needs.
This strategic partnership is aimed at tapping into the country’s $28 billion entertainment sector, which is currently dominated by streaming giants like Disney+Hotstar, Amazon Prime Video, and Netflix, each with their respective market shares.
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Why it’s important
The collaboration between Apple and Airtel has sparked excitement among consumers, who are eager to experience Apple’s acclaimed original content along with Airtel’s high-quality services. Industry experts predict that this partnership will not only boost Apple’s market share in India but also intensify competition in the already crowded streaming market, dominated by global players like Netflix and Amazon Prime Video.
The deal signifies Apple’s commitment to expanding its content reach in a market that is characterised by a high demand for diverse and localised content. With this move, Apple is well-positioned to leverage Bharti Airtel’s extensive user base and network to offer a compelling content experience to Indian audiences.
This development is a testament to the growing influence of global tech giants in India’s digital entertainment landscape. As Apple joins the fray, it is expected to bring a fresh wave of content and possibly introduce new subscription models that could disrupt the existing market dynamics. The implications of this deal will be keenly watched by industry players and consumers alike, as it may lead to a more competitive and content-rich streaming environment in India.
