Apple TV+ collaborates with Tata Play Binge to broaden its presence in India

Tata Play, a leading direct-to-home (DTH) service provider, has broadened its streaming service, Tata Play Binge, by introducing Apple TV+ to its platform. This strategic alliance marks Apple TV+’s debut in the Indian market.

Tata Play Binge subscribers can now access a plethora of original series and films available on Apple TV+, in addition to the existing array of 26+ integrated apps on the platform. The service is accessible across various devices, including mobiles, smart TVs, desktops, laptops, tablets, the web, and the Binge+ set-top box.

Tata Play Binge X Apple TV+

Notably, Tata Play Binge has experienced significant interest in international, English-language content and is currently in discussions with several other content providers for similar offerings, according to Harit Nagpal, MD and CEO of Tata Play. Apple TV+ boasts a diverse library of series, including popular titles such as “Ted Lasso,” “Shrinking,” “Silo,” “Hijack,” “Foundation,” “Tehran,” “Servant,” and “Platonic,” along with Apple original films like “CODA,” “The Boy, the Mole, the Fox and the Horse,” “Ghosted,” and “The Beanie Bubble.”

To promote this partnership, Tata Play Binge has launched a campaign featuring Bollywood stars Saif Ali Khan and Kareena Kapoor Khan. This development comes approximately one year after Tata Play extended its OTT aggregator app, Tata Play Binge, to all users. Previously, the app was exclusively available to Tata Play DTH subscribers.

Harit Nagpal, MD and CEO of Tata Play noted that accessibility, availability, and affordability were key challenges hindering OTT subscription growth in India. In response, Tata Play introduced its OTT platform, Binge. Presently, the Indian OTT market is predominantly dominated by players like JioCinema, Disney+Hotstar, Amazon Prime Video, Netflix, SonyLIV, and ZEE5. According to a report by RBSA Advisors, India’s video OTT market is poised to expand significantly, reaching a size of $12.5 billion by 2030, up from approximately $1.5 billion in 2021, fuelled by the growing internet and smartphone penetration.

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