Exploring the Impact of Apple TV+ and Tata Play Binge’s Partnership on Indian Content Viewers
Apple TV+ and Tata Play Binge have joined forces to broaden the reach of Apple Originals in India, granting Indian viewers access to a wider range of international content.
The recent integration of Apple TV with Tata Play Binge represents a significant move and a strategic decision that will help the company strengthen its foothold in the Indian market.
Oliver Schusser, Apple’s vice president of Apple Entertainment Services & Beats, said, “We couldn’t be more excited that Tata Play Binge subscribers in India will be able to enjoy acclaimed series and movies on Apple TV+.”
Meanwhile, with Apple entering the Over-The-Top (OTT) streaming services market through Tata’s marketplace, the already fierce competition in India’s rapidly evolving OTT landscape will only intensify.
To strengthen its position as an OTT aggregator in India, Tata Play Binge has previously entered into partnerships with Disney+ Hotstar, SonyLiv, Zee5 and others. Recently, it made efforts to bring regional content by adding platforms like manoramaMAX, Koode and Tarang Plus.
Pallavi Puri, Head of Commercial and Content, Tata Play commented, “This collaboration with Apple TV+ is a testament to our commitment to bring the world’s best content to our viewers. Apple TV+ features premium, high-quality series and movies available on all devices for all types of viewers.”
Thanks to this, India’s traditional TV viewers can now watch a wide range of international and regional programmes, movies and documentaries – all under one roof. The addition of Apple TV+ also means that you don’t need a separate subscription to use it.
Apple’s subscription model approach in the Indian market
Widely known as a luxury brand in the country, Apple’s monthly subscription-based deal through Apple TV+ is a deliberate move that will allow the company to expand the reach of its original content in India, a market where it has struggled to make a significant impact. independent subscription service.
As for the financial implications, currently Tata Play Binge’s premium ‘Mega Plan’ includes access to over 26 platforms at ₹299 per month or ₹2,999 per year. Once Apple Originals are added, the price may or may not be checked.
For Indian viewers and Tata Play Binge subscribers, numerous Apple original series such as ‘Ted Lasso’, ‘Silo’ and ‘The Morning Show’ are available. Its extensive content portfolio also includes upcoming series such as “Killers of the Flowermoon,” starring actors such as Leonardo DiCaprio and Robert De Niro, and “Argylle,” starring Henry Cavill and John Cena.
Apple’s effort to expand its horizons
For Apple, this partnership provides an opportunity to remain relevant in a market that primarily consumes non-English content and has diverse content preferences.
Indian viewers will soon find Apple TV+ content on various Tata Play Binge platforms, including smart TVs and mobile apps. In addition, Android users can also access newly added content, a feature that Apple has yet to offer natively.
Akriti Seth, 150 p
