MUMBAI: India's appetite for bundled telecoms services shows no signs of slowing, with multiplay service revenue expected to waltz from $2.4bn in 2024 to a handsome $3bn by 2029, growing at a steady 4.2 per cent annually, according to analytics firm GlobalData.

The country's telecoms operators are engaged in a fierce tango for customers, laying fibre-optic cables faster than monsoon flooding as they tempt households with bundled services that promise both convenience and cost savings.

Double-play packages—typically pairing broadband with unlimited voice calls—currently dominate the landscape, accounting for a hefty 78.4 per cent of multiplay subscriptions. Triple-play bundles trail at 12.2 per cent, with the premium quad-play offerings taking a modest 9.4 per cent slice of the pie.

"Double-play services is currently the largest multiplay service category," notes Sarwat Zeeshan, telecom analyst at GlobalData. "All major operators—Airtel, Jio and BSNL—are bundling unlimited telephony along with their basic fibre broadband plans."

Reliance Jio, for instance, offers unlimited calls along with unlimited data at speeds up to 30Mbps for a mere Rs 399 monthly—a proposition that has helped it shimmy into market leadership.

While double-play will maintain its dominant position through 2029, triple-play subscriptions are expected to fox-trot ahead at a sprightly 16.6 per cent annually. Operators are wooing India's vast pay-TV audience with packages that marry television, broadband and voice services, often throwing in access to streaming platforms as a  bonus.

Bharti Airtel's Rs 699 "Black" plan exemplifies this trend, bundling fibre broadband with television channels worth Rs 260, subscriptions to more than 18 streaming apps, and unlimited landline calls—a veritable smorgasbord of digital delights.

In this high-stakes dance of telecommunications, Reliance Jio currently leads the pack, with Bharti Airtel following closely behind. Jio's dominance stems largely from its extensive fibre network, which allows it to transition customers to bundled services with the smoothness of a well-rehearsed ballroom routine.

As India's digital transformation continues its merry jig, the multiplay market appears poised for a lively performance in the years ahead.