Airtel aims for 20 million subscriptions for Xstream Premium, more content ties

Hyderabad: Airtel Xstream Premium is aiming to democratise OTT content in India by solving the key challenges of content discovery, affordability, and distribution. Bharti Airtel is targeting 20 million subscriptions through its platform. Currently, Airtel has 15 OTT partners on the platform and is looking at over 200 new content launches in a year. The […]

Hyderabad: Airtel Xstream Premium is aiming to democratise OTT content in India by solving the key challenges of content discovery, affordability, and distribution. Bharti Airtel is targeting 20 million subscriptions through its platform. Currently, Airtel has 15 OTT partners on the platform and is looking at over 200 new content launches in a year.

The platform will cater to a large number of users and tap growing India’s OTT subscription market which is expected to grow to $2 billion by 2025. As per statistics, the market for regional content is expected to rise to 90 million subscribers in the next five years from 15 million at present.

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Adarsh Nair, CEO, Airtel Digital, told Telangana Today, in an exclusive interview, “Currently, we have collaborated with 15 OTT players. Going ahead, we will expand our services to the maximum regional platforms, to create a one-stop solution to fulfil the demand for content. Airtel’s Xstream Premium answers to many problems that the customers, as well as content developers, were facing like the issues of pricing and distribution challenges.”

Firstly, it aggregates content from 15 Indian and global video OTTs in one app. Customers will get access to one of the largest catalogues of over 10,500 movies & shows plus live channels from SonyLIV, ErosNow, Lionsgate Play, Hoichoi, ManoramaMax, Shemaroo, Ultra, HungamaPlay, EPICon, Docubay, DivoTV, Klikk, Nammaflix, Dollywood, Shorts TV on Airtel Xstream Premium.

Secondly, it offers a single app, single subscription, single sign-in, unified content search and AI-driven personalised curation for each user. Users can access Airtel Xstream Premium across mobiles, tablets, laptops through the app or web and on the TV through the Xstream set-top box.

Nair said, “Our target is to provide consumers with a one-click entry to the world of entertainment. Airtel Xstream Premium will run on any device that our customers choose to. Opting for a device to consume the content, completely depends on the convenience of the consumer and how they prefer to avail the service. Our platform is designed, keeping in mind the convenience and comfort of our users in any situation.”

 

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