Tata Play's recent deal with Amazon Prime, to widen its content library, comes as India's OTT market is expected to witness a surge
Tata Play recently struck a deal with Amazon Prime to provide and enhance its offerings under Tata Play DTH and Tata Play Binge. This partnership will offer users broader access to content. Viewers are often looking for a wide content library in subscription plans for a better experience.
Besides providing access to Prime Video's content library, subscribers will also get to have perks such as same-day and next-day delivery on Amazon orders.
“While on the one hand, Tata Play’s robust content distribution network will help in expanding Amazon Prime’s outreach to newer audience segments, on the other, the addition of Prime Lite Membership with Tata Play will make Binge a more compelling proposition," Harit Nagpal, managing director and chief executive, Tata Play, said.
The costings
Tata Play DTH users will have the option to select from various packs starting at Rs 199 per month, which will include TV channels along with Prime Lite. Whereas, Binge subscribers will receive Prime Lite along with over 30 other apps at different price points.
Customers will have a choice to customise their OTT bundle. At Rs 199 per month, users can have access to six OTT apps from a list of 33 apps. They can also subscribe to all 33 apps for Rs 349 per month.
For DTH customers, there is an introductory offer to subscribe annually to Amazon Prime through Tata Play DTH. This offer provides access to Prime Video, free shipping, Amazon Music, Prime Reading, Prime Gaming, and more on up to five devices.
How big is India's OTT industry
According to a report by Media Partners Asia, India's OTT video market stood at $3 billion in 2022. By 2027, the market size is set to surge to $7 billion. Meanwhile, the recent merger between Disney India and Reliance might give a hint that advertising revenue will have a bigger role to play in attracting viewership for digital platforms.