Airtel teams up with Apple to offer free Apple TV+ and Music to premium users, intensifying India’s OTT competition and content bundling trend.
Apple TV+ and Apple Music are now free for Airtel’s premium users thanks to a new cooperation between the two companies. This strategic move is set against a backdrop of rising competition in India’s OTT market. The bundling will be available later this year, targeting Airtel’s premium WiFi and postpaid users. Additionally, Airtel’s Wynk Music subscribers will transition to Apple Music as Wynk phases out. This deal could introduce Apple’s streaming services to millions of new users, intensifying competition with giants like Netflix and Disney+ Hotstar.
The collaboration reflects a growing trend of content bundling among Indian telecom providers. In addition to the variety of streaming media that Airtel’s Xstream Fiber already provides, the addition of Apple TV+ gives users even more value. This move follows a similar partnership between Reliance Jio and Netflix, highlighting the increasing integration of OTT platforms with telecom services. Analysts believe such bundling strategies are a response to “subscription fatigue” among consumers, who seek consolidated access to diverse content.
This partnership comes as Reliance and Walt Disney finalize a massive Rs 70,350-crore merger, combining assets like Star India, Disney+, and JioCinema under one umbrella. As content bundling becomes more common, smaller OTT platforms could benefit from increased visibility through aggregator services like Airtel Xstream. The ongoing consolidation and partnerships are reshaping India’s streaming landscape, where content and connectivity are increasingly intertwined.
