Mumbai: Further democratising the growing digital entertainment ecosystem in India, Bharti Airtel (Airtel), on Thursday announced the launch of its new video streaming aggregator service - Airtel Xstream Premium. The company is targeting 20 million subscriptions through the new offering.
Aggregating content from 15 Indian and global OTT platforms in one app, Airtel Xstream Premium will give customers access to Live channels and a catalogue of over 10,500 films and shows from SonyLIV, ErosNow, Lionsgate Play, Hoichoi, ManoramaMax, Shemaroo, Ultra, HungamaPlay, EPICon, Docubay, DivoTV, Klikk, Nammaflix, Dollywood, and Shorts TV. More OTT players will be onboarded going ahead, said the statement.
Airtel Xstream Premium offers its service with a single app, single subscription, single sign-in, unified content search and AI-driven personalised curation for each user. It can be accessed across mobile devices through the web, and on TV through the Xstream set-top-box. The service will be available exclusively to Airtel customers at Rs 149 per month.
“Airtel Xstream Premium is a game-changing innovation to democratise OTT content in India by solving the key challenges of content discovery, affordability and distribution," said Airtel digital CEO Adarsh Nair. "As a unified digital platform, it’s a win-win proposition for customers and OTT players alike as we begin an exciting journey to make digital entertainment mainstream in India.”
SonyLIV’s growth and monetisation head Manish Aggarwal added, “Our partnership with Airtel Xstream will bring premium content – from originals, movies, sports and Sony India network content in all the leading languages, along with top shows from Hollywood to over 340 million Airtel customers. SonyLIV’s rich content library coupled with Airtel Xstream’s deep distribution reach and massive scale capabilities make it for a perfect partnership for both sides and we look forward to a long and successful association.”
“Hoichoi has always been committed to making its content available to a wider audience base. Airtel, being one of the most widely used network, with a similar aim of serving people from all corners of the country, makes this partnership a truly dynamic one. This will enable Hoichoi to penetrate deeper into the Tier - II and Tier - III cities by providing Airtel users with a Hoichoi subscription bundled with an attractive Airtel recharge pack,” remarked Hoichoi CEO Soumya Mukherjee.
“Eros Now is a mass-market consumer proposition with thousands of movies, original series, music videos, short-form content and more in multiple languages,” stated Eros Now CEO Ali Hussein. “This symbiotic partnership with Airtel Xstream will further accelerate Eros Now’s adoption in India and allow an even larger number of video users to access our popular and engaging content. I am confident that consumers will enjoy the experience of accessing the best of entertainment and internet on a single platform.”
