OTT platforms have become hugely popular across the world, driving strong growth in digital entertainment. However, in many fast growing markets, local phone and internet companies are quietly outperforming global platforms like Netflix with smarter distribution strategies.
One of the key challenges for Netflix is customer churn. The platform reportedly loses around 2 percent of its subscribers every month. Even though this rate is lower than many standalone apps, it still requires constant user acquisition.
Telecom companies approach this problem differently by bundling streaming services with mobile or internet plans. Since users rarely cancel essential services like data or broadband, these bundled subscriptions tend to retain customers for a longer period.
Such bundled offerings are already significant in scale. Around 20 percent of global streaming subscriptions now come through telecom partnerships. Industry estimates suggest this number could rise further and reach nearly 25 percent by 2028.
Another major advantage for telecom providers is access to local content. In regions like India, the Middle East, and Southeast Asia, audiences prefer live sports, regional shows, and news in their own language.
Telecom companies often own TV networks and sports rights, allowing them to offer football matches, local dramas, and live news. In comparison, Netflix largely focuses on global content, which may not always connect with regional audiences.
The Middle East and North Africa region highlights this shift clearly. Streaming revenue is expected to grow from 1.5 billion dollars in 2025 to nearly 7 billion dollars by 2030, yet Netflix faces challenges in capturing this market.
Limited access to live sports and lack of convenient payment options like carrier billing have affected Netflix’s growth in such regions. These factors play a crucial role in shaping user preferences in emerging markets.
The larger trend is clear. Netflix was designed for developed markets where users rely on credit cards and on demand content. In contrast, emerging markets prioritise affordability, live programming, and local relevance.
Telecom bundles effectively deliver these features. This is why phone and internet companies are gaining a competitive edge and steadily winning the OTT battle in several key regions.
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