iWorld
Are OTT players finding a sweet spot for pricing?
KOLKATA: A recent report from Kantar spoke about the massive surge in SVoD growth in urban India. Hence, it is clear that Indians have started loosening the purse strings for premium online content. As there is no single right pricing for a diverse audience, OTT players are adopting innovative pricing strategies. Experimentation in subscription packages seems to be the latest trend among both international and homegrown streaming services. However, they might have found a sweet spot below Rs 500 to woo the users, at least for now.
Streaming giant Netflix has become more aggressive about international markets since its growth in the home market started saturating. Realising the nature of the local market, it ignited the experimentation with pricing last year while announcing the Rs 199 per month mobile-only package. The platform recently started testing a low-cost HD plan at Rs 349 per month which allows accessing the service on a mobile, tablet, laptop and desktop but not on TV. If Netflix rolls out the subscription plan, the platform will have plans ranging from Rs 199 to Rs 799. Nevertheless, it remains most expensive among all players.
On the other hand, ZEE5 has also taken a creative stance to lure in and hold on to subscribers. It has launched ZEE5 Club at Rs 365/year. It offers exclusive access to most popular shows before telecast on TV, ZEE5 originals apart from select ZEE5 and ALTBalaji shows, blockbuster movies, ZEE Zindagi shows and several live TV channels. Significantly, it comes at almost one-third price of its premium pack.
“This is a fabulous time for consumer acquisition both from getting people on OTT platforms as well as to convert from free to subscription. Typically, water is being tested around different pricing. If you ask Hollywood or western content, you are being priced at a certain level. The OTT platforms are offering premium Indian content at Rs 300-400 range. Most players are staying in that range because that range seems suitable for acquisition,” Deloitte India media and entertainment partner and leader Jehil Thakkar said. He also added that it creates a psychological barrier beyond Rs 500 while below the range of Rs 300-400 it would be possibly considered too low.
The leader in the pack had slightly altered its pricing during the rebranding of the service. While Disney+ started its journey in India, it also launched Disney+ Hotstar VIP plan at Rs 399 per month which does not give the user access to the platform’s entire library but to movies like The Lion King, Frozen II, Aladdin, Toy Story 4, and several others along with Bollywood movies and Indian content. Initially, Hotstar VIP was priced at Rs 365 annually.
However, SonyLIV has significantly increased its pricing. The platform which refined its service recently with a new logo and premium originals took up its monthly plan to Rs 299 from Rs 99. It also increased the value of its other packs.
PwC India Entertainment partner media and sports advisory leader Raman Kalra says that some OTT players had packages below the bracket of Rs 300-400 and some with a much higher package, but now the middle range is becoming the sweet spot. He also mentions that it is the beginning of a series of price experimentation. Thakkar also says that as the major players are now in customer acquisition spree, competitive pricing will continue.
iWorld
X launches XChat messaging app on iOS with calls and encryption
Standalone app marks shift from “everything app” vision, adds E2E messaging.
MUMBAI: From one big app to many small chats, X seems to be splitting its ambitions. X has rolled out its standalone messaging app, XChat, to iOS users, opening up a new front in its evolving product strategy. The app allows users to connect with existing X contacts through private and group messages, file sharing, as well as audio and video calls. The launch follows a limited beta phase, where the platform tested the product with a smaller user base to refine the experience. Now available publicly, XChat marks a notable pivot from earlier ambitions championed by Elon Musk to turn X into a single “everything app” combining messaging, payments, commerce and more.
Instead, the company under xAI ownership and backed by SpaceX appears to be building a suite of standalone applications, each targeting specific use cases while expanding its broader ecosystem.
At launch, XChat includes end-to-end encrypted messaging, PIN-based access, disappearing messages, and features such as message editing, deletion for all participants, and screenshot blocking. The company has also said the app is free from advertisements and tracking mechanisms, positioning it as a privacy-first alternative in a crowded messaging space.
However, security claims around the platform are likely to face scrutiny. Earlier iterations of XChat drew criticism from experts who argued it fell short of established encrypted platforms like Signal. With the wider rollout, the app is expected to undergo fresh evaluation to assess whether those concerns have been addressed.
Beyond messaging, XChat will also house X’s Communities feature, which is being discontinued on the main platform due to low usage and spam concerns. Migrating these users could provide an early boost to adoption, effectively turning XChat into both a communication and community hub.
The move underscores a broader recalibration at X less about cramming everything into one app, and more about spreading bets across multiple touchpoints, one message at a time.
