Eros International has partnered with Xiaomi to introduce its service Eros Now in Indonesia. Content from Eros Now’s library will now feature on Mi TV in Indonesia at a monthly subscription of Indonesian rupiah (IDR) 26,000 or US $7.99 and yearly subscription at IDR 260,000 or US $71.88.

Eros Now claims to have over 11,000 Bollywood and regional films, entertainment shows, music videos, as well as originals. It also claims to have over 113 million registered users and 10 million paying subscribers globally. In June, Eros International partnered with SriLanka’s telco Dialog Axiata to launch Eros Now in the country. The OTT platform’s content became available via the Android app Dialog ViU for a monthly subscription of 100 Sri Lankan rupees plus tax.

Eros’ International expansion and tie-ups

  • The streaming service is available to Amazon Prime members on Amazon Channels across the US and UK. It also partnered with Smart TV company Foxxum in the UK to bundle Eros’s Bollywood library on the Foxxum TV App Store globally.
  • In India, it has partnered with Airtel to offer its catalogue within the Airtel TV app — it have a similar arrangement with Jio. It has also partnered with BSNL to bundle subscriptions with data packs, and has a partnership with proprietary streaming sticks like Amazon’s Fire TV and the now discontinued Teewe.
  • Eros Now app was bundled into Ola Cabs’ in-cab entertainment service Ola Play. It also partnered with Paytm and other wallet providers for payments.

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 that it had over 10 million subscribers last month. It plans to have 16 million by the end of fiscal 2019. Most of these subscribers come from partnerships with telecom operators, aggregator platforms and hardware manufacturers. It recently partnered with Grofers.

The company does not disclose ARPU for its 10 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 subscriptions without paying anything more.