Reliance Jio has launched entertainment-focused OTT passes priced between Rs 550 and Rs 2,000 that offer subscribers access to a variety of streaming platforms (and even multiple individual OTT subscriptions) at one subscription level.
So Jio’s streaming services are a right fit for movie, web series, TV shows and other digital content consumption but subscribers can also find it convenient in their household and entertainment needs in the form of the services.
The ₹550 OTT pass is a cheap way to get access to multiple streaming services without having to pay for each one separately. We want Jio users to not just subscribe to a few services but to get content from multiple participating OTT services as well.
At the higher tier of the subscription is the ₹2,000 OTT pass which is a more comprehensive entertainment package, for those who want to have it for longer periods of time and a broader selection of streaming content. And the plan includes more than 15 OTT applications so that it can work best for families with different tastes in entertainment. One person likes movies, one wants to watch web series; the other likes regional-language content, or TV shows. A multi-platform bundle can reduce the need to buy a few subscriptions separately.
The big draw of the Jio OTT passes is that the streaming platforms are included in the packages. With more than 15 services available through the bundled offering, subscribers are able to access content in several genres and languages. Recently India’s OTT market has grown significantly with Indian audiences turning to Hindi, English and regional languages for content. Bundling multiple platforms gives telecom customers a broader entertainment catalogue (as opposed to the library of a single service).
Another advantage is convenience. The complexities of managing multiple OTT subscriptions can be a lot easier if each platform has a different billing cycle, subscription price, and account system. A bundled Jio pass can help ease it up by bringing all these services under a single entertainment-focused offering.
For Jio users who already use Jio’s telecom and digital ecosystem, that integration could help entertainment subscribers manage subscriptions to it easier.
The new passes also illustrate the increasing competition in the telecom and digital entertainment industry in India. Telecom operators are starting to marry connectivity with entertainment value to differentiate their services. OTT access is becoming a key component in mobile and broadband services because customers are increasingly expecting their telecom subscriptions to provide more than voice and data services.
For consumers, the value of an OTT bundle ultimately depends on which streaming platforms are included and how frequently they use them. Someone who already pays for several of the participating services may find a bundled pass more attractive than purchasing subscriptions individually. Users should review this, of course, but also the list of OTT platforms, validity period, viewing conditions, device compatibility and other applicable terms before buying.
The ₹550 and ₹2,000 passes will also give Jio customers additional options for managing their digital entertainment costs. The lower-priced option can be attractive to users who want a better multi-OTT package and the ₹2,000 pass is best for households and frequent streamers who want the biggest entertainment package.
With OTT consumption in India growing rapidly due to the increase in the number of subscribers, bundled subscription models will still be important in digital entertainment.
Jio’s latest launch is indicative of the growing convergence of telecom services and streaming entertainment bundled into a single service package that is increasingly becoming common with the mobile services and the streaming entertainment and internet service subscription that is both available on Jio and the other services to the internet of things in India.
Users who regularly watch entertainment content from multiple sources will find them to be a convenient way to connect their entertainment subscriptions as they can’t be bothered to deal with multiple different plans and would not only save time but also the cost of taking care of the multiple plans.
