Will India’s OTT viewers bite the Apple?

Earlier this month, Apple TV+ debuted in India’s fairly cluttered video-streaming space, which has seen the number of OTT players increasing nearly four-fold in a span of six years since 2012. Apple’s attractiveness lies in its throwaway price of `99 per month that comes with a slate of all-exclusive content. However, given that the service is restricted to iOS devices and select smart televisions, it could be hard to attract eyeballs when consumers are already spoilt for choice.

Apple has a minuscule 1.2% share in India’s smartphone market, as per Counterpoint Research. Surveys show Indians prefer consuming content on mobile phones, and about 87% of daily time spent on online videos by viewers is on smartphones, as per an Eros Now-KPMG report.