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Apple has taken a significant step towards expanding its presence in the Indian streaming market by joining forces with Tata Play Binge. This strategic partnership now offers Apple TV+ as part of the premier bundle, which includes a whopping 27 video services, boasting content from industry giants like Disney Hotstar and LionsgatePLAY.
For just 399 rupees per month, subscribers can enjoy a diverse range of content, including Apple’s original TV shows and movies. While this move may sacrifice some direct subscriber revenue, it grants Apple the opportunity to tap into a market where making a substantial impact alone would have been challenging.
Apple TV+ has made commendable strides since its launch, but its library is predominantly focused on international content. This positioning makes it less likely to dominate as a standalone subscription service in non-English language markets.
Collaborations like this one with Tata Play Binge are instrumental in keeping Apple TV+ relevant in this region. This move leaves the door wide open for potential future investments in local original content, should it align with Apple’s strategic vision.
Apple’s playbook extends beyond India, with a similar approach deployed in France. Earlier this year, Apple and Canal struck a deal to include Apple TV+ content in the Canal+ network package, offering viewers a seamless entertainment experience.
Tata Play Binge has gone all out to promote the availability of Apple TV+ on its smart TV and mobile apps, with a special emphasis on Android compatibility. Interestingly, Apple has yet to release an Apple TV app for Android phones, making this partnership even more noteworthy.
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The Tata Play Binge announcement features an ad that starts with the intriguing question, “Have you heard of Shantaram?” This nod to one of Apple’s few originals with Indian language dialogue adds an interesting twist to the narrative. However, it’s worth noting that Shantaram, while available on the service, faced cancellation after just one season due to low viewership and mixed reviews.