Tata Play Enters OTT Space With Aggregator App Available For All Users

Direct-to-home (DTH) operator Tata Play has opened its over-the-top (OTT) aggregator app Tata Play Binge to all users. Earlier, the app was only available for Tata Play DTH subscribers. 

Tata Play Binge brings content from 17 streaming services on a single screen, along with gaming. It plans to add eight more services to its bouquet to take the total number to 25. 

Currently, Tata Play Binge offers content from OTT apps such as Disney+ Hotstar, ZEE5, Voot Select, SonyLIV, MX Player, hoichoi, Namma flix, Chaupal, Planet Marathi, Sun NXT, Voot Kids, Eros Now, Hungama Play, ShemarooMe, EPICON, DocuBay and Curiosity Stream.  

In the coming months, it plans to integrate Apple TV+, Lionsgate Play, Travelxp, Shorts TV, Reeldrama, Manorama Max, Tarang Plus, Koode, among others. While Netflix Combo plans are available for Tata Play DTH subscribers, Amazon Prime Video can be accessed with an add-on subscription on Binge.

How It Will Work

Like most homegrown OTT platforms, Tata Play Binge will also run on a freemium model. While any user can view and browse free content across partner OTT apps, they will have to choose subscription plans starting at INR 59 per month for access to premium content behind the paywall.

A single subscription will allow simultaneous viewing on more than two devices. Further, for offering personalised experience to users, Tata Play Binge has added features such as ‘Universal Search’, ‘Language Preference’ and ‘Create Your Own Binge List’.

“In India today, approximately 70+ OTT services cater to 450mn+ consumers with just ~90 Mn paid subscription. The penetration at a subscriber level drops further as each consumer needs to subscribe to multiple OTT services. The biggest bottlenecks to the growth of OTT subscription are accessibility, availability and affordability,” Harit Nagpal, MD and CEO of Tata Play, said. 

With aggregated OTT platform Binge, Tata Play wants to address these pain points, Nagpal added. According to him, India is a value conscious market and value is a derivative of both time and money. 

“Just as Tata Play DTH has connected television viewers across the country to channels from multiple broadcasters, so will Tata Play Binge aggregate content from across OTTs to digital viewers across the country,” he commented.

Indian Thriving OTT Market

According to a Deloitte report, the OTT video streaming market in the country may record a compounded annual growth rate (CAGR) of more than 20% to touch $13 Bn–$15 Bn over the next decade. 

Currently, India has about 102 Mn subscription-based video on demand (SVoD) subscribers and the number is estimated to reach 224 Mn by 2026. However, advertising-based video on demand AVoD is expected to continue to pull in more revenue than SVOD.

While the AvoD market is expected to grow from $1.1 Bn in 2021 to $2.4 Bn in 2026, SVOD is expected to grow from its current $0.8 Bn to $2.1 Bn in 2026.

The overall OTT market is currently dominated by players such as Disney+Hotstar, Amazon Prime Video, Netflix, SonyLIV, ZEE5, MX Player, and Voot.