When talking about the budding marketplace in entertainment, the South Asian market is definitely the next big thing, and India is surely a top priority for all OTT platforms. Now, Apple TV dreams of entering this market.
In terms of quality, Apple TV represents the top tier of content, but there’s just one problem: it needs to create original content for this region, or more specifically, for India. Apple TV has never really worked in this region before, but it’s never too late to start.
Ironically, Airtel tried to gain a foothold in the market before Jio emerged. Airtel had Wynk Music and Airtel Xtream, but neither of them managed to crack the market. So, Apple and Airtel joining forces might be a good thing, nevertheless.
But why is that?
When it comes to content creation, Apple excels and is more structured and consistent than other OTT platforms. What Airtel can bring to the table is expertise in the Indian market—a potentially powerful combination.
Despite this, one thing Apple and Airtel must do is be patient. Indians love to watch original and regional content, and if Apple TV can deliver something wonderful and effectively combat piracy, fans will opt for their services.
Launching this with an entertainment bundle through Airtel plans would definitely excite fans, as Apple TV is considered a ‘premium OTT’. If it can enter households that love English content, it will offer them a taste of something exceptional.
Apple likely won’t limit itself to OTT alone; it will also disrupt the music industry. Apple Music could be made available to those who use Airtel’s Apple TV and opt for premium services.
As the second-largest telecom service in India, Airtel has the user base that Apple needs. Although Apple TV is quite affordable in India, charging just ₹99 (compared to $9.99 in the US market), it needs a partner to help it break into the Indian market.
And who knows? We might soon see our first Apple TV Indian Original series—a promising future indeed.