Can this make Apple TV + a household name in India as Netflix has become like Amazon Prime?
While Netflix has never revealed the number of subscribers in India, estimates show that it could have nearly 5 million users in the country (compared to Disney + Hotstar which has a massive approximately 46 million users and Amazon Prime with more than 17 million users ).
Apple TV + has a nearly 1 percent share in the Indian OTT market (according to Omdia) and in order to gain more users in the country, it needs to increase its installed device base, as the streaming service is best experienced on Apple devices .
In 2019, the company announced a cheaper Apple TV + subscription – Rs 99 per month in India – that left the over-the-top (OTT) players a bit worried.
Customers who purchase a new iPhone, iPad, Apple TV, iPod touch or Mac can enjoy one year of Apple TV + for free.
However, the Apple streaming service has miles to go in the country.
According to experts, in order to make deeper inroads into the Indian living rooms, Apple needs to sell more devices and create more desi content to bring more people into its ecosystem so that they can enjoy Apple TV +.
The Indian entertainment scene is witnessing a seismic change with more than 40 over-the-top (OTT) platforms struggling to space as players try to differentiate themselves.
Many OTT players are also investing in building their regional content libraries to meet the demand.
Massive capital commitments have been made by OTT platforms for building libraries with various original content in the last few years for the Indian public.
“Apple’s Best Picture win for CODA marks a seminal moment for streaming platforms. It reinforces Apple’s success in attracting richer content, as well as more subscribers to its service. It also casts a shadow on Netflix’s content battle,” said Prabhu Ram, Head-Industry Intelligence Group, CMR, told IANS.