Are Strategic Alliances the Next Big Thing in OTT Industry?
Featuring Abhinav Uppal and Manish Gangwar
Alliances promoting multi-subscriptions among rival OTT platforms can influence pricing, raise profits and benefit consumers.
January 15, 2026
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Abhinav Uppal
Assistant Professor of Marketing at the Indian School of Business. His research interests lie broadly in using microeconomic theory and game-theory based models to study topical problems in marketing.
Manish Gangwar
Associate Professor of Marketing and the Executive Director of ISB’s Institute of Data Science (IIDS). He specialises in advanced analytical methodologies, including machine learning, econometrics, data science and game theory. His research covers competitive promotions, omnichannel retail, dynamic pricing, and the use of AI in marketing.
Key Takeaways
- The study analysed how alliances between competing streaming platforms affect prices and consumer welfare in multi-subscription (multi-homing) markets.
- Multi-homing alliances increase profits for partnering firms and improve consumer welfare, especially when their content is similar.
- Firms are better off forming multi-homing alliances with competitors with high-quality content but fewer loyal users.