Apple TV+ Teams Up With Tata Play Binge To Expand India Presence

Direct-to-home (DTH) major Tata Play has expanded content offerings for its streaming service, Tata Play Binge, by adding Apple TV+ to its platform.

With this, Tata Play Binge will now have access to the original series and films available on Apple TV+, along with an array of 26+ other apps already part of the integrated platform.

Interestingly, this marks the first such collaboration for Apple TV in India.

Apple TV+ on Tata Play Binge has been made accessible across mobile devices, smart TVs, desktops, laptops and tablets, the web, and Binge+ set-top box, Tata Play.

“This collaboration with Apple TV+ is a testament to our commitment to bring to our viewers the very best of content in the world. Apple TV+ features premium, high-quality series and films that are available across devices for all kinds of viewers,” Pallavi Puri, chief commercial and content officer of Tata Play, Pallavi Puri, said.

Tata Play Binge has seen great traction for international, English-language content and is in conversation with several other players for similar programming, Harit Nagpal, MD and CEO of Tata Play told Mint.

Apple TV+ is home to series such as Ted Lasso, Shrinking, Silo, Hijack, Foundation, Tehran, Servant, Platonic, as well as Apple original films like CODA and The Boy, the Mole, the Fox and the Horse, Ghosted, and The Beanie Bubble.

“We couldn’t be more excited that Tata Play Binge subscribers in India will be able to enjoy the acclaimed series and movies on Apple TV+,” said Oliver Schusser, vice president, Apple Entertainment Services and Beats.

Tata Play Binge has rolled out a new campaign featuring Saif Ali Khan and Kareena Kapoor Khan promoting the new proposition.

The development comes nearly a year after Tata Play opened its OTT aggregator app Tata Play Binge to all users. Earlier, the app was only available for Tata Play DTH subscribers.

Harit Nagpal, MD and CEO of Tata Play, said at the time of the announcement last October, that the main obstacles hindering the growth of OTT subscriptions in India are issues related to accessibility, availability, and affordability. To tackle these challenges, Tata Play has introduced its OTT platform called Binge.

The overall OTT market in India is currently dominated by players such as JioCinema, Disney+Hotstar, Amazon Prime Video, Netflix, SonyLIV, ZEE5.

According to a report by RBSA Advisors, India’s video OTT market is expected to reach a size of $12.5 Bn by 2030 from about $1.5 Bn in 2021 due to increasing internet and smartphone penetration.