If Apple TV+ Wants To Conquer Indian Market, It Needs Desi Content And A Competitive Price

Aadhya Khatri - Mar 28, 2019, 9:36 am IST


If Apple TV+ can localize and offer a good price, its potential in India is huge

Apple TV+ has the potential to make it big in Indian vibrant OTT market by providing content related to Indian culture only.
According to Boston Consulting Group, a global management consulting firm, Indian local over-the-top market will reach a net worth of $5 billion in 2023. Currently working on these fields are more than 32 platforms providing video streaming services.

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Desi content and a competitive price are the keys for Apple to take over the Indian market

This leap is fueled by the spreading of data to more remote areas in India as well as the growing interest of other demographic groups like the female and the elderly.

This new service from Apple will be out this fall, available in more than 100 nations all over the world. Apple TV+ features its original shows starring several household names like Steven Spielberg, Reese Witherspoon, J.J. Abrams, Jason Momoa, and Jennifer Aniston.

According to Tarun Pathak, Associate Director with Counterpoint Technology Market Research, Hollywood products are becoming more and more popular among the younger generation in India, but the company will focus on producing desi originals in partnership with key players in the industry. However, the selling point here will be the price.

For the time being, Indians have to pay Rs 800 per month for Netflix and Rs 999 a year for Amazon Prime. Apple’s most significant advantage to penetrate to this market is the ecosystem it has created in the country, but to stand head and shoulders above the competition, the company needs good-quality content, which Netflix is currently doing so well.

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Netflix is doing so well with its content

In 2018, Netflix had invested around $12 billion in enriching its library and will spend more this year with a projection of more than $15 billion. Apple, the new player in this field, has paid out over $1 billion on content as we speak.

While the market for devices is becoming more crowded, services seem to be the way forward for other providers to keep their user base intact.

Apple might have the edge elsewhere, but in India, things are not so easy. The country favors mobile phones and Android, which calls for a reasonable pricing policy and adaptation to local culture from Apple so that it can excel in India.

Users will be able to access Apple TV+ via Samsung smart TV first and then VIZIO, Sony, LG, Roku, and Amazon Fire TV will follow. No later than this year, users in India with AirPlay 2 can watch videos and other content on smart TVs from Apple handheld devices.

With this deep of a connection with local players in the electronic field, Apple might form itself a solid standing in India’s streaming market.

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