Expanding its direct-to-home (DTH) services, Dish TV, on October 7, announced its partnership with the digital streaming platform Amazon Prime Video. Under the partnership, the DTH company will be launching a hybrid set-top box which will have Amazon Prime Video app installed to allow users to enjoy video streaming on television, without any additional accessories.
“We, at Dish TV, always work on offering innovative entertainment solutions and superlative experience to customers and the association with Amazon Prime Video is a step in the same direction,” Anil Dua, CEO of Dish Tv, said in a press release.
The Entry Of Video Streaming: Major Players Fighting Tooth And Nail
Previously, Dish TV has also launched DishSMRT Stick for INR 599, which allowed users to stream online videos through platforms like Zee5, Hungama Play, Sony Liv, ALT Balaji and others. It also allowed users to play games on television. In August 2019, Dish TV also launched ‘D2H Magic’ on similar lines.
In April 2019, Dish Tv ventured into the video streaming market by launching ‘Watcho’.
Last month, Airtel as a way to rebrand its TV platform Xtream also launched its Xstream Box and Xtream Stick to provide a single platform for all entertainment needs of the viewers. The new products allowed users to access Google Play Store and download entertainment apps including Amazon Prime Video, Netflix and Youtube.
In addition, Airtel’s Xstream Tv, which claims to feature over 10K movies and shows from across video streaming platforms, are also preloaded in both the products.
Tata Sky also rolled out its ‘Tata Sky Binge’, in May 2019, which offers digital content multiple apps. Tata Sky Binge is accessible through the Amazon FireTV Stick.
Why The Integration of OTT With DTH Platforms?
With India actively coming online, the scope of development in the online entertainment medium has also grown in fourfolds. Currently, India has over 600 Mn Internet users, the second largest in the world after China.
India is seeing fast growth in the viewership of online streaming platforms as well. According to a research firm App Annie, India has topped the list of consumer spend category for video streaming in its “State of Mobile 2019” report.
Starting with only nine video streaming platforms in 2012, the number has now reached somewhere between 33-35. Even though, many international platforms are yet to come to India.
To get control of the Indian market, the platforms are also trying to make their services affordable for Indian users. For instance, Amazon, which has 2.5 Mn subscribers, offers its Prime services —music, video and fast delivery— for INR 999 a year. Hotstar, which accounts for 300 Mn viewership and 3 Mn paid subscribers, charges INR 999 per year for its Premium services and INR 365 annually for its VIP service.
Netflix on the other hand, with its 1.5 Mn subscribers, provides plans ranging from 500-800 per month. The platform has also launched a mobile and tablet only service for INR 199 for Indian users.
With gaining traction in the Indian market, the platform has emerged as an alternative to DTH services and such services are running to get a hold of the market.