Can Apple TV+ enter Indian properties like Netflix, Amazon Prime?, Advertising & Promoting Information, ET BrandEquity


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Apple made historical past by grabbing Hollywood’s most coveted honour, as its unique movie ‘CODA’ received the Oscar for finest image on the 94th Academy Awards. ‘CODA’ marks the primary time a streaming service has received the perfect image Oscar, beating rival Netflix to the punch.

Can this make Apple TV+ a family identify in India the way in which Netflix or Amazon Prime have turn out to be?

Whereas Netflix has by no means revealed the variety of subscribers in India, estimates present it might have almost 5 million customers within the nation (in comparison with Disney+Hotstar which has a large about 46 million customers and Amazon Prime with greater than 17 million customers).

Apple TV+ has a virtually 1 per cent share within the Indian OTT market (in keeping with Omdia) and to achieve extra customers within the nation, it wants to extend its put in gadget base because the streaming service is skilled finest on Apple gadgets.

In 2019, the corporate introduced a less expensive Apple TV+ subscription — Rs 99 per 30 days in India — that left the over-the-top (OTT) gamers a bit involved.

Prospects who buy a brand new iPhone, iPad, Apple TV, iPod contact or Mac can get pleasure from one 12 months of Apple TV+ totally free.

Nevertheless, the Apple streaming service has miles to go within the nation.

In keeping with specialists, as a way to make deeper inroads into the Indian dwelling rooms, Apple must promote extra gadgets and create extra desi content material to usher in extra folks into its ecosystem in order that they will get pleasure from Apple TV+.

The Indian leisure scene is witnessing a seismic change with greater than 40 over-the-top (OTT) platforms vying for area as gamers look to distinguish themselves.

Many OTT gamers are additionally investing in constructing their regional content material libraries to satisfy the demand.

Huge capital commitments have been made by OTT platforms for constructing libraries of numerous unique content material during the last couple of years for the Indian viewers.

“Apple’s Finest Image win for CODA marks a seminal second for streaming platforms. It bolsters Apple’s success in attracting extra richer content material, in addition to extra subscribers to its service. It additionally places a shade on Netflix’s content material struggles,” Prabhu Ram, Head-Business Intelligence Group, CMR, informed IANS.

Netflix might be making a transfer from social norm to market norm, almost just like what Blockbuster was doing twenty years again. Crucial query at this stage could be, is that this the appropriate time? the appropriate place/market? And the appropriate transfer?



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