Apple has teamed up with Bharti Airtel to bring exclusive offers for its OTT video and music streaming services — Apple TV+ and Apple Music in India.

The strategic partnership will allow Airtel Xstream customers to access content from Apple TV+ with premium Airtel WiFi and postpaid plans.

Airtel users will also have access to Apple Music with Airtel’s own music streaming platform Wynk’s premium users receiving exclusive offers, Airtel said on Tuesday. The offers will become available later this year, the telecom major said in a statement.

“Airtel offers a one stop shop to bring all content and entertainment through Airtel Xstream. This partnership with Apple will provide immense value to our customers since they will now have access to best content and entertainment globally,” said Amit Tripathi, chief marketing officer and EVP customer experience, Bharti Airtel.

For Apple, the benefit will be in the form of access to a large user base of Airtel in India. According to the operating highlights, Airtel’s total customer base in India stood at 40.92 crore as of June 2024, up 6.9 per cent year on year. This includes mobile service users, broadband as well as digital TV customers.

“We are thrilled that Airtel customers in India will soon be able to enjoy all of the incredible content on Apple TV+ and Apple Music,” said Oliver Schusser, vice president of Apple Music, Apple TV+, Sports and Beats.

Earlier in July Apple had announced that it had scored a record 72 Emmy Award nominations with Apple TV+ landing nominations across 16 originals.

“With our ever growing catalogue of world class films, television shows and music to choose from, we know there will be something for everyone,” he said. With India emerging as a major market for the Cupertino headquartered company on the devices side, bundling services with domestic telecom network providers will also help the company to expand its earnings further.

Airtel meanwhile has been looking to expand its broadband offerings and anticipates growth potential for its home services business. “I think the homes business or the homes segment will continue to see strong growth because there are still over 20 to 25 million high value homes that still do not have broadband and we do know that every time a smart TV is bought, it is a moment of reappraisal for that home to consider broadband,” said Gopal Vittal, MD and CEO Bharti Airtel at the Q1 FY25 earnings call earlier this month.