Tata Play, the over-the-top (OTT) aggregation app, is expanding its services to a wider audience, including non-subscribers of Tata Play DTH. This move will provide more users with access to the Tata Play Binge app, which was previously limited to DTH subscribers, as reported by The Hindu Businessline.
Launched almost three years ago, Tata Play Binge will now offer access to 27 national, regional, and international OTT services in 13 languages. This means that users can enjoy a diverse selection of content from various platforms, all conveniently accessible in one place.
Notably, the current lineup of OTT services does not include Netflix and Amazon Prime. However, Tata Play CEO Harit Nagpal revealed that the company is in discussions with both Netflix and Amazon Prime Video to integrate their platforms into the Tata Play Binge OTT aggregator. Additionally, Nagpal mentioned that Apple TV integration is already in progress, with the commercial integration completed and the app being integrated on the backend.
The expansion of Tata Play Binge aligns with Tata Group’s strategy to provide customers with a broader portfolio of digital products. Last year, the Tata Group introduced its super-app Tata Neu, which aims to integrate various products in e-commerce and financial services under one comprehensive platform.
In addition to Tata Play Binge, other aggregation apps such as OTTplay, Scope, and YuppTV have also been launched in India. Nagpal emphasized the need for more companies to introduce aggregation services in order to stimulate the growing market.
With Tata Play Binge, users can choose between two subscription options. For a monthly fee of Rs 249, they can access 22 OTT apps, while a subscription of Rs 349 grants access to all 27 OTT apps. Nagpal highlighted the convenience of accessing content from multiple apps within a single platform, allowing users to personalize their viewing experience based on language and genre preferences.
This development comes at a time when the DTH industry has been facing challenges in the past couple of years due to the rise of streaming services. Tata Play, as the largest DTH provider in the country, is adapting to the changing landscape by expanding its offerings and embracing the growing popularity of OTT platforms.
By broadening access to its OTT aggregation platform, Tata Play is positioning itself to cater to a wider audience and enhance the convenience and variety of content available to users. The integration of popular OTT services and the continued evolution of Tata Play Binge demonstrate Tata Group’s commitment to innovation and customer-centric digital solutions.
