Game-Changer: Apple and Airtel Join Forces to Revolutionize India’s Streaming and Music Landscape | Tech News

Apple Partners with Airtel to Enhance Reach in India, Offering Free Music and Video Streaming Services

Last Updated: Aug 28, 2024 | 2:51 PM IST

Apple has announced a collaboration with India’s telecom giant Bharti Airtel to provide its premium customers with free access to Apple Music and Apple TV+ streaming services. This strategic move grants the U.S. tech giant a broader consumer base in India, the world’s most populous country.

Despite being a smaller player in India’s $28 billion media and entertainment market, Apple TV+ is set to gain a competitive edge through this partnership. The Indian streaming space is currently dominated by global and local giants, including Netflix, Amazon Prime Video, Disney+ Hotstar, and Mukesh Ambani’s JioCinema.

This partnership comes amid a highly competitive landscape and a major $8.5-billion merger between the Indian media assets of Reliance and Walt Disney, which is under antitrust scrutiny.

Airtel announced that Apple TV+ will be bundled with its premium WiFi and Postpaid plans, although the financial details of the deal were not disclosed. Additionally, Apple Music will become available to existing users of Airtel’s Wynk music app, which will be discontinued, with its employees absorbed into Airtel.

The alliance aims to tap into Airtel’s extensive subscriber base of 281 million users, leveraging the reach of India’s second-largest telecom operator. In comparison, Ambani’s Reliance Jio boasts 489 million subscribers.

Known for acclaimed original series such as "Ted Lasso," "The Morning Show," and "Slow Horses," Apple TV+ differentiates itself with a focus on in-house content. This contrasts with competitors who offer a mix of original and older licensed content.

New Airtel tariff plans featuring free Apple TV+ subscriptions are expected to be announced shortly. Currently, Apple TV+ is priced at $9.99 per month in the U.S. and 99 Indian rupees ($1.18) in India, facing stiff competition from JioCinema, which provides cricket content for free and pricing as low as 29 rupees per month. Netflix’s basic plans start at 149 rupees monthly.

Cricket remains a significant customer draw for streaming platforms in India. Last year, Disney+ Hotstar lost millions of subscribers after losing the streaming rights for the Indian Premier League to JioCinema.

In the smartphone market, Apple holds a 6% share of India’s 690 million users, dominated by Samsung and Xiaomi devices running on Google’s Android.

Apple Music, currently priced at 99 Indian rupees per month, offers a vast library of 100 million songs.

First Published: Aug 28, 2024 | 2:51 PM IST

Original Story https://www.business-standard.com/technology/tech-news/apple-eyes-bigger-slice-of-india-s-streaming-music-market-with-airtel-deal-124082800615_1.html
Category :
Tags: