The language of market expansion

What are the boxes an OTT aggregator must tick to create a space for itself in a diverse country like India? Bharti Airtel’s Airtel Xtream, which offers 23 platforms bundled into a single subscription unified by a single sign-in search, says what truly sets it apart is its strategy to cater to diverse linguistic preferences with a bouquet of regional-language content.

When the market is saturated with OTT platforms — at least 60 of them as per last count — that’s how Airtel hopes to stand apart. When viewers are weary of juggling multiple subscriptions and wading through a vast ocean of content, that’s a no-brainer.