Jio is now partnering with Hotstar to conquer the Indian market, and it likely won’t have a tough time doing so. Jio boasts the largest user base among telecom companies, and when it comes to OTT, Hotstar practically dominates without much competition.
However, a new contender has emerged. Airtel and Apple TV have joined forces to enter the Indian market. But how successful will this new partnership be?
The main challenge Apple TV might face is its “premium” tag. Surprisingly, Apple TV’s premium subscription in India is priced at just ₹99, which is far lower than Netflix’s price. However, the limited content on Apple TV could be a significant drawback for the platform.
On the other hand, Hotstar is the #1 platform that Indians have trusted for years. It’s reliable and offers something for everyone. Plus, with JioCinema’s low cost and huge Hollywood library, the combination of JioCinema and Hotstar could easily outshine Apple TV without breaking a sweat.
Even in terms of telecom providers, while Airtel is reliable, it’s nowhere near as relevant as Jio. Jio is better, more efficient, and more frequent when it comes to striking deals and partnering with other OTT platforms. Jio introduced India to the possibilities of OTT and extensive internet usage, and people naturally have an affinity towards it.
So, how can Apple TV break this upcoming monopoly?
The simple answer is by doing what they’ve been doing for so long: creating original content. The Indian audience craves original content, and the lack of it is one reason why Netflix isn’t as popular. This is why Hotstar and Prime Video are the two primary choices for the Indian audience.
If Airtel can successfully get the Indian audience hooked on Apple TV, the partnership might just create something special. But that should be a long-term goal. In the short term, they likely won’t even come close to touching Netflix.