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Grofers has partnered with — wait for it — Eros Now

In a somewhat fitting portrait of the Indian digital subscription ecosystem, streaming platform Eros Now has partnered with the grocery delivery service Grofers. Customers who subscribe to Grofers's Smart Bachat Club membership program will get access to Eros Now's library as an add-on. Eros Now's premium plan costs about twice that much of the subscription to Grofers membership program for the same period. However, it's unclear if Grofers users will get the same perks as a Premium Eros Now subscriber. Eros Now has also partnered with Gold's Gym, bundling streaming subscriptions with fitness aspirations. How Eros Now makes money Though Eros Now sells subscriptions standalone like Netflix does, it is very likely that direct subscribers are a very small portion of its declared subscriber count. The company claimed this month in an earnings release that it had over 10 million subscribers. It plans to have 16 million by the end of fiscal 2019. Most of these subscribers come from partnerships that Eros Now has with telecom operators, aggregator platforms and hardware manufacturers. And now, a grocery app has joined the mix. The company has also started advertising to registered users (who are over ten times in number to 'paying' subscribers). The company does not disclose ARPU for its ten million subscribers, though it's likely to be far below the pricing for direct subscriptions. A 'subscription' to Eros Now is loosely enough defined that it's possible for users to receive it as an add-on from things like new TVs and telecom…

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I cover the digital content ecosystem and telecom for MediaNama.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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