Apple today announced that it is partnering with Indian streaming channel aggregator Tata Play Binge to offer Apple TV+ as part of the premier bundle, which features 27 video services including content from Disney Hotstar, LionsgatePLAY and others.
The bundle including Apple TV+ costs 399 rupees per month. Although the move sacrifices some direct subscriber revenue potential, it gives Apple original TV shows and movies much more reach in a market where Apple was unlikely to make a big dent on its own.
As much as Apple TV+ has grown since launch, Apple’s library still has a very limited selection of international content, and as such it is unlikely to capture much marketshare as a standalone subscription in non-English language markets.
Partnerships like this help Apple TV+ stay relevant in the region, leaving open the door for a renewed investment push in local originals down the road — when and if it makes sense.
We have seen Apple seemingly deploy a similar approach in France, where earlier this year Apple and Canal partnered to include Apple TV+ content at no extra charge in the Canal+ network package. Some Apple TV+ shows are also now aired on the broadcast Canal+ TV channel.
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