ALTBalaji is following Eros Now’s strategy of partnering with multiple aggregators to reach customers — they have now partnered with YuppTV to reach Indian expats. YuppTV streams Indian TV channels and movies for NRI audiences at anywhere between $7–10 a month, depending on the package. Under the terms of this partnership, all premium content on ALTBalaji will be available to YuppTV customers internationally.

These syndicating partnerships allow streaming services like Eros Now and ALTBalaji to get Indian subscribers without ever needing them to subscribe — they’re simply added to a subscription service they’re already subscribed to. Eros Now even has 7.9 million paying subscribers thanks mostly to such deals — by their own definition of paying subscribers, that is, which includes customers on JioCinema who don’t really pay anything for the service. Even non-Indian services like Hooq and Viu are using aggregators to reach more subscribers. A while ago, Netflix was reported to be exploring such a deal with Jio and Airtel, though nothing has been announced on that front since.

Other deals

YuppTV partnered with Cosmos-Maya for over a thousand hours of kids’ content, which is marketed under the Wow-Kidz name. In March, Star sold off the Indian Premier League’s 2018 streaming rights for Australia, Southeast Asia and Europe to YuppTV. In a significant acquisition, Yupp TV bought HeroTalkies, a Tamil streaming service headquartered in Chennai that markets several big-ticket films outside India.

ALTBalaji, meanwhile, said it had crossed the 1.2 million subscriber mark in Balaji Telefilms’s most recent earnings announcement. Like Eros Now, ALTBalaji has partnered with Jio, Vodafone and Airtel to make their content available in those telcos’ aggregator apps.