Eros Now, the digital video streaming from Eros International, now has 2 million paying subscribers, an increase from 1.32 million paid subscribers from just last month. At the time, the company said it had an overall 55 million users, and that it expected to cross 2 million paying subscribers by the end of the fiscal year.

The company attributed the growth to the deals it has with major telecom operators in India including Reliance Jio, Airtel, Idea and Vodafone. Other than these 4, Eros mentions that it has deals with 16 telecom operators and OEMs internationally. Additionally, it mentions that these deals were agreed to this year, with most contracts averaging 5 years.

Eros has different contracts with different telecom operators. For example, it’s deal with Idea is also a platform deal where the telecom operator will allow Idea 4G customers to watch movies, originals and short form videos at Rs 49 per month, while its partnership with telecom operators, Ooredoo in Kuwait and Qatar, and Du in the UAE, are for mobile billing integration.

Note that in the first two years of its launch, Eros Now had faced problems with customer acquisition. Owing to problems with sign up for its subscription service, the company had switched to a freemium model in February 2014. With that switch, Eros Now began monetising its content in three ways – advertising for free content, subscription and transactional payment. Transactional would include customers paying for exclusive premiering of movies on the platform.

Prior to this switch, the platform charged customers $4.99/month, which was later reduced to $2.99/month and further down to Rs. 25 per month in February 2014. It is worth noting that the service presently offers its service at Rs. 49 per month for Eros Plus and Rs. 99 per month for Eros Pro. It also offers a free basic service with limited access to movies and tv shows but unlimited access to music.