Apple eyes bigger pie of Indian streaming services

• Premium users of Airtel’s broadband and postpaid services can access Apple TV+ and Apple Music later this year as part of their plans.
• Airtel’s plan to shut down Wynk is seen as a strategic move to focus on its core business and partner with a leading player in the music streaming space.

In a strategic move to expand its presence in the Indian entertainment market, Apple has partnered with Airtel, one of the country’s leading telecom firms, to offer its music and video streaming services to premium customers for free.

The partnership has the potential to grant Apple access to thousands of consumers in a price-sensitive market, where competition is intensifying.

The move comes at a time when the Indian entertainment market is witnessing significant growth, with an estimated value of $28 billion, and a $8.5 billion merger between Reliance and Walt Disney’s Indian media assets is under regulatory scrutiny.

As part of the partnership, Airtel’s premium customers will have access to Apple TV+ and Apple Music as part of their plans, without incurring any additional costs.

The move is a clear indication of Apple’s strategy to grow its audience in India, a country where more than 90 per cent of smartphones run on Android. By bundling its streaming services with Airtel’s telecom plans, Apple is following in the footsteps of its competitors, such as Netflix and Amazon Prime Video, which have already adopted similar strategies to expand their reach in the Indian market.

Apple charges Rs99 ($1.2) monthly for Apple TV+ and Apple Music in India, compared to $10 and $11 in the US, respectively.

The partnership between Apple and Airtel is expected to have a significant impact on the Indian entertainment market.

With Apple TV+ and Apple Music available to Airtel’s premium customers, the company is likely to increase its market share in the country. Apple TV+, which offers a range of original content, including TV shows and movies, will be available to Airtel customers at no additional cost. Similarly, Apple Music, which offers a vast library of songs, will also be included in Airtel’s premium plans.

The move is also expected to have a positive impact on Airtel’s business. By offering Apple TV+ and Apple Music to its premium customers, Airtel is likely to increase customer loyalty and retention. The company’s decision to shut down its music app, Wynk, is also seen as a strategic move to focus on its core business and partner with a leading player in the music streaming space.

Wynk, which was launched by Airtel in 2014, had gained significant traction in the Indian market, with over 20 per cent market share in the Asia Pacific region. However, the company’s decision to shut down the app is seen as a surprise, given its popularity.

According to sources, Wynk employees will be moved to other parts of the Airtel business, and premium subscribers will receive exclusive offers from Airtel for Apple services.

Airtel has about 281 million subscribers for its India telecom offerings, while its top rival, Ambani’s Reliance Jio, has about 489 million.