Should Indian OTT platforms collaborate like Disney & Warner Bros in US?
Amidst the recent announcement of global players like Disney and Warner Bros Discovery teaming up to offer bundled packages of their streaming services to US customers, Indian TV OTT platforms are facing the question of whether they should adopt a similar strategy.
The move by Disney and Warner Bros Discovery to offer bundled services, combining platforms such as Disney+, Hulu, and Max, reflects a strategic response to the competitive streaming landscape. By providing consumers with a variety of content options under one subscription package, these companies aim to enhance user engagement and attract new subscribers.
JB Perrette, executive at Warner Bros Discovery, stated, “This new offering will attract new subscribers and keep existing ones engaged for longer.”
A question mark hangs over the Indian context, where platforms like Disney+ Hotstar, ZEE5, Jio Cinema, and SonyLIV are currently offered independently in global territories. While no concrete plans have been announced yet, the success of similar initiatives no doubt would’ve sparked owners of Indian OTT platforms for considering a similar strategy.
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However, the decision to pursue bundled services raises several considerations for Indian OTT platforms. These include the potential impact on revenue streams, content partnerships, and user acquisition strategies. Additionally, platforms must assess the feasibility of collaboration and navigate regulatory frameworks within the Indian market.
An insider told BizAsiaLive.com, “As Indian OTT platforms weigh the pros and cons of adopting bundled services, they must carefully evaluate market dynamics, consumer preferences, and competitive pressures. Ultimately, the decision to follow the global trend of bundled services will depend on each platform’s unique positioning, strategic objectives, and readiness to adapt to evolving trends in the digital entertainment landscape.”
