How Apple TV+ can make it big in India? Desi content & easy pricing, say experts

NEW DELHI: The new Apple TV+ video streaming service can make its mark in the crowded over-the-top (OTT) market in India only with original desi content, disrupting pricing and strategic alliances with industry stakeholders, emphasise experts.

There are over 32 online content and video streaming platforms in the country and the market is expected to hit $5 billion by 2023, according to a recent report by the global management consulting firm Boston Consulting Group (BCG).

The growth is being driven by rising affluence, increase in penetration of data into rural markets and adoption across demographic segments including women and older generations.