At Rs 99 a month, Apple TV+ looks like a real steal, but its growth here also depends on local content and distribution
Apple may be late to the game, but its entry into internet video streaming is bound to cause ripples and shake up the status quo. Last week, the Cupertino-based tech giant unveiled Apple TV+, its over-the-top (OTT) video service that will be available on Apple devices, a bunch of smart TVs and third-party streaming services. Apple TV+ will hit the screens on 1 November.
The move pits Apple TV against Netflix, the global force in OTTs, Amazon Prime Video, Roku and many strong local players. Only a few months earlier, The Walt Disney Co, one of the biggest content studios and production houses on the planet, said it was getting into OTT with Disney+, that is set to launch also in November.
India already has over 30 OTTs fighting aggressively for customer’s wallet-share and screen-time, and Apple’s success in the region would depend on it turns the levers of pricing, local content and distribution.
At the Cupertino launch, Apple trumped audience with its pricing strategy. In India, the OTT service is priced at Rs 99 a month, making it one of the cheapest here, and marks a huge departure from the exuberant pricing Apple is known for. For perspective, Netflix starts at Rs 499 a month, Hotstar at Rs 299 a month while Amazon Prime Video is priced at Rs 129 a month. Only Zee5 and SonyLiv have plans starting at Rs 99 a month…
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