Apple is aggressively expanding its footprint in India's burgeoning streaming market through a strategic partnership with Bharti Airtel, one of India's leading telecommunications services providers. This collaboration will provide Airtel's premium customers complimentary access to Apple's exclusive music and video streaming services. This move is part of Apple's broader strategy to penetrate the Indian market, where digital media consumption is seeing exponential growth due to increasing internet penetration and a booming young population.

Meanwhile, the streaming landscape internationally is experiencing its own stresses, particularly in the sports sector. Notably, fans of the NFL are facing challenges as the league's decisions to distribute games across various streaming platforms have significantly raised costs for viewers. This issue highlights the broader trend in the streaming industry where the proliferation of platforms has led to increased fragmentation, possibly resulting in higher costs and more complex subscription management for consumers. This trend has prompted discussions about the sustainability and consumer friendliness of current streaming practices in delivering valuable content.