Vodafone India has partnered with OTT player Yupp TV to strengthen live TV offering on Vodafone PLAY, the telco’s content streaming app.

With this partnership, Vodafone Play subscribers can access close to 250 Live TV channels, and movies in 14 national and regional languages by YuppTV. Note that the Vodafone Play app is accessible only to Vodafone India customers, and aggregates video content across categories like Live TV, TV shows, movies and trending music tracks.

Telco’s interest in video streaming

Vodafone seems to be bullish on content streaming services, as it has been partnering with multiple platforms off late. Last month, Vodafone partnered with video on demand (VOD) platform HOOQ to add video content onto Vodafone Play. It also has content streaming partnerships with Eros Now and a tie up with Amazon for offering Prime Video to its customers for a discounted subscription price of Rs 249, and has a partnership with Prime Video’s competitor Netflix as well.

Other telcos too are betting on content services to retain their existing subscriber base.

-Airtel had earlier tied up with video streaming provider Ditto TV and online publisher Juggernaut Books for content.

-Reliance Jio has a video streaming app JioTV which aggregates movies, TV shows, etc. Jio also claims to have a library of 10 million tracks in 10 languages under JioMusic service.

-Idea also launched a bouquet of online streaming services including video and music.