StreamBox Media launched its DorPlay app in India last month for both Android and iOS users, building on the success of its subscription-based television service, Dor, which was introduced in November 2024 alongside Dor TV OS. The app provides users access to over 20 OTT platforms and more than 300 live TV channels, offering the convenience of a single subscription instead of requiring individual registrations for each service.

Anuj Gandhi, co-founder and CEO of StreamBox Media, states that DorPlay is an extension of the company’s core focus on connected TV and the operating system it developed. Recognizing the growing trend of video consumption on smartphones, the company seized the opportunity to create a mobile-centric OTT aggregation product. The development of this product was largely driven by a partnership with Flipkart, who expressed interest in exploring the OTT space. “Our tech stack was already in place, so it was easy for us to adapt and build the product for Flipkart,” Gandhi explains.

DorPlay, while facing stiff competition from established players such as Tata Play Binge, OTTPlay, and telecom operators like Vi and Jio, stands out in its approach. Gandhi attributes DorPlay’s edge to its strategic partnership with Flipkart, which significantly reduces its customer acquisition cost (CAC) within the e-commerce giant’s ecosystem. Moreover, DorPlay’s focus on creating a Gen Z-friendly, seamless viewing experience is a key differentiator that resonates with today’s digital-first audience.

StreamBox Media, a young startup that has garnered backing from Micromax Informatics, Zerodha co-founder Nikhil Kamath, and Stride Ventures, also launched its subscription-based smart TV service, Dor, on Flipkart in December 2024. Dor aims to redefine home entertainment by offering a high-quality 4K QLED TV bundled with over 24 streaming apps, more than 300 live TV channels, gaming options, and news features. The service, which operates on a TV-as-a-service model, allows users to pay an upfront activation fee of Rs 14,999 for a 43-inch TV, followed by a fixed monthly fee and a 12-month lock-in period.

As part of its growth strategy, StreamBox Media is expanding its product lineup to include larger TV models, such as 55-inch and 65-inch versions, while actively negotiating with Netflix to add their platform to the service. Gandhi also acknowledges some of the challenges faced by Dor, particularly around internet connectivity and subscription consistency. While demand has been strong, some customers lack stable internet connections, leading the company to assist with hotspot solutions. Additionally, there have been concerns about the affordability of the subscription, prompting adjustments in pricing to ensure broader accessibility.

DorPlay’s focus on simplifying content discovery is a significant factor in its success. Industry reports indicate that OTT users typically spend 30 to 40 minutes searching for content. However, with DorPlay, this time is reduced to just 10-15 minutes on average, offering a superior user experience. “Our seamless navigation from the homepage to content is a key selling point,” Gandhi says. StreamBox Media also benefits from its data-driven approach, providing insights into consumption patterns, which allows for continuous improvements to the viewing experience. With around 85-90% of Dor TV users connected, the platform has outperformed industry standards, as most smart TVs typically show only a 60% connection rate.

DorPlay operates as a distinct vertical within the company, concentrating on OTT aggregation and user accessibility. Gandhi emphasizes that launching DorPlay was a natural progression for StreamBox Media, given its existing tech infrastructure and strong industry relationships. “Once a platform is built, launching extensions is much simpler. Our prior success with Dor TV made it easier to secure support for DorPlay,” he explains.

The sales for DorPlay are currently on hold as StreamBox Media prepares for a relaunch, timed to coincide with Flipkart’s peak sale periods. Gandhi forecasts that demand for the service will be cyclical, following e-commerce sales trends, rather than remaining constant. Currently, only quarterly subscription plans are available, with an annual plan expected to be introduced in the near future. The company has ruled out offering monthly plans, as it seeks to offer users more flexibility within its existing subscription structure.

In addition to its core focus on aggregation, DorPlay is working to broaden its service offerings by introducing additional content and features. The company plans to integrate new apps and expand its partnerships with content providers. By doing so, it aims to enhance the value proposition for its users, who are increasingly seeking a comprehensive, all-in-one entertainment solution. This strategic expansion is expected to further strengthen DorPlay’s position in the competitive OTT market, particularly as consumer preferences continue to evolve towards bundled content services that offer greater convenience and cost-effectiveness.

Author: Aryan chaudhary