There are 57 streaming services in India, and that is just the number published by the Ministry of Information & Broadcasting in March. A growing space of ‘aggregators’ is emerging, seeking entry into customers’ homes at vastly reduced prices by tying up with TV operators, internet service providers (ISPs) and telecom companies.
These aggregators include OTTplay, YuppTV Scope, and Tata Play Binge; each of these platforms is backed by firms with existing footholds in the media industry and is setting sights on combining multiple subscriptions that consumers may otherwise not be willing to subscribe to simultaneously. The trick to getting the business done is as simple as it is tricky: reduce the overall price of bundles so drastically that not subscribing seems wasteful.
Take OTTplay — the firm, which has tie-ups with Sony LIV, ZEE5, Lionsgate Play and a cachet of other less popular streaming services, claims that its most expensive bundle is over twelve times cheaper than if users tried buying each subscription individually directly from the firms offering them.
