Bharti Airtel (“Airtel”), one of India’s premier telecom providers, has unveiled new, unmatched entertainment packs for its prepaid users. These plans offer access to an industry-leading lineup of over 25 top OTT platforms—including Netflix, Disney+ Hotstar, ZEE5, and Sony LIV—making Airtel the only telecom operator in India to deliver such a comprehensive and immersive entertainment experience.

With an introductory price of just ₹279 for a 1-month validity, customers can access a diverse range of popular streaming platforms valued at ₹750, making Airtel the only telecom provider to offer such an extensive OTT bouquet. This is something transformative being pushed into India's OTT space using an integrated approach, making it more accessible in terms of money and other digital boundaries. 

OTTs in the Plan 

Customers can now enjoy a vast selection of TV shows, blockbuster movies, and documentaries from top OTT platforms — including Netflix, JioCinema, Disney+ Hotstar, Zee5, SonyLIV, Lionsgate Play, AHA, Sun NXT, Hoichoi, Eros Now, ShemarooMe, and more — all bundled into a single convenient pack. For those seeking uninterrupted entertainment, the ₹598 per month plan combines unlimited 5G data, unlimited calls, and bundled entertainment packs, delivering unmatched value.

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Changing Preferences of the Audience 

Airtel’s latest move is all set to address the new entertainment preference of the audience, which is increasingly shifting towards OTTs. So far, these have been less accessible in the small cities and other sections not accustomed to monthly subscriptions. However, this new initiative of Airtel to club the offerings presents a golden opportunity for the industry to test its content among a large section of the audience. 

Increasing Content Variety 

This allows users to seamlessly enjoy international, Bollywood, and regional content across 16+ languages — including their favorite shows, films, and originals — without the hassle of juggling multiple subscriptions. The move strengthens Airtel’s value proposition and underscores its commitment to delivering unmatched convenience, flexibility, and a rich entertainment experience.

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Convergence of Telecom and OTT 

Although telecom and OTT are mutually dependent on each other, this initiative by Airtel makes this bond more dependent and mutual, where the offerings would contribute to the benefit of the companies. On OTT's part, it will give great access to a large audience riding on telcos' base, while telcos get to offer their customers a value-driven pack at cheaper rates. 

Challenges ahead 

While all seems good, the repetition of customers might be a legitimate concern in this case, which would eventually decide if the initiative holds enough attraction or importance in people’s eyes. Lastly, the retention of the initiative will provide legitimate signals on the long-term continuance of the initiative and the cumulative value derived from it.