As over-the-top (OTT) platforms and services proliferate, the streaming market has reached a tipping point. There is no mistaking that the appetite for streaming video is only getting stronger, but the sheer extent of choice is now threatening to overwhelm consumers who are already feeling the strain to keep up, and keep track.

This signals a growing need for a unified approach to providing consumers with the content that they are looking for, at the best value and with minimum friction. Research has shown that consumers are starting to favour aggregated services and bundled subscriptions.

While the environment is now ripe for these streaming bundles to take shape, Brandwith, a Singapore-based distribution and marketing company, has been working towards this future for the last five years. Bringing the best global brands, like Hallmark and Curiosity, among others, to these emergent OTT bundles in the Asia Pacific region, these brands span the most important genres across general entertainment, romance, factual entertainment, sci-fi, music, food, lifestyle, and kids.

Bundling is already underway in India, as content aggregator and recommendation platform OTTplay enters the streaming space with the launch of Premium Subscription Packs in collaboration with 12 Indian and international OTTs. Brandwith is an integral partner to this launch by bringing 5 international OTT/SVOD brands to the pack, four of which are the first to launch for the Indian audience. This includes the reemergence of the Hallmark brand back in the Asia Pacific with Hallmark Movies Now.

Talking about their inspiration, OTTplay’s co-founder, Avinash Mudaliar said, “Through OTTplay Premium subscriptions, our aim is to take a leap in our journey of democratizing the OTT watching experience, and bring some of the best global content out there to the screens of Indian viewers. After months of focused research on the content gaps and viewer preferences, we concluded that Hallmark Movies Now, DUST Sci-fi, FUSE+ and Tastemade+ are the new 4 platforms that would complement the already rich OTTplay Premium subscription offerings with global platforms like Curiosity Stream. The viewing experience, of course gets accentuated by the personalized discovery enabled by OTTplay’s AI based recommendation engine, which is the key differentiator of OTTplay Premium.”

“As the rest of the media world is grappling with the evolving reality in the streaming world, in India, the future is already taking shape. The launch of OTTplay Premium is very timely – the vast experience of HT Media as a publisher and provider of subscription services, along with a powerful recommendation and customization engine, sets a great precedence to a formidable value proposition in a best of bundle,” said Brandwith CEO, Monty Ghai.

Brandwith has most recently launched Curiosity Stream (SVOD) with StarHub in March 2022.