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Updated: After Xiaomi, Eros Now ties-up with Axiata in Indonesia

Update on December 14, 2018: Eros Now will offer its  content library on Indonesia’s telco XL Axiata’s plug and play router XL Home. Eros Now is available  at a monthly subscription of Indonesian rupiah 26,000 ($1.79) and an annual subscription of Indonesian rupiah 260,000 ($17.93).

Note that Eros Now’s content also features in Indonesia on Xiaomi’s Mi TV since September (see below).The service is offered at the same annual and monthly plans as by Axiata.

XL Home is a router cum  entertainment service, in which users can customize the content they want to watch, and pay accordingly. A company statement says that Indonesia is “one of the many countries in Asia with a thriving community of Bollywood film fans”. Movies like Ram Aur Shyam, Devdas, Bajrangi Bhaijaan, and Bajirao Mastani, are part of Eros Now’s library.

Eros International, which owns Eros Now, claims to have over 3,000 films in its library including Hindi, Tamil and other regional language films. Eros Now claims to have 120 million registered users and 12 million paid subscribers globally.

XL Axiata claims to cover over 93% of the Indonesian population with a subscriber base of 53.9 million. XL Axiata belongs to the Axiata Group which operates cellular services in South Asia, including in India under ‘Idea’.

Eros Now content became available in Sri Lanka earlier this year, in a partnership with the Axiata Group’s Sri Lanka brand ‘Dialog Axiata’. Eros Now’s content is offered by Dialog Axiata’s own OTT service ‘Dialog ViU’.

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Earlier on September 10, 2018: 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.

Edit: This story has been updated with a new development. 

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