iWorld

Eros Now leverages content to create a new culture for viewers

The OTT platform recently reached over 100 million users and 7.9 million paying subscribers

Ali_Hussein

MUMBAI: Amid a cluttered over-the-top (OTT) space in India, Eros Now always faced less challenge than other players to differentiate itself. With Eros International’s deep-rooted history in the film industry, the digital arm played with a specialised strategy since the beginning. While the subscription-based business model in the Indian OTT market is still nascent, the company has always prioritised SVOD model. However, riding the waves of change, the company is also updating content strategy, even working on something very interesting from its business model perspective.

Recently, the leading OTT platform reached over 100 million registered users and 7.9 million paying subscribers worldwide with a 58 per cent quarter-on-quarter growth. Speaking to Indiantelevision.com, Eros Digital COO Ali Hussein discussed the factors that fuelled the growth along with what will be the content strategy going forward.

Talking about the significant surge in terms of paid subscribers, Hussein mentioned the combination of efforts including programming, marketing strategy, enhanced relations with telco partners and marketing alliance partners as key contributors to the customer uptake. The new movies added to the catalogue, as well as refurbishing content helped to develop a consistency from the programming perspective. Active marketing both at the digital level and brand level also played a key role.

While the OTT platforms keep adding subscribers, high churn rates are challenging for subscription video businesses. “Essentially we learnt from data that there are two kinds of significant components. One is the larger users experience on the product side and second is in terms of being able to kind of refurbish content. So, I think the combination of two efforts from the consistency of programming leads to a larger subscriber affinity and two is, in terms of being able to ensure that we are able to create a user experience at the core,” he says.

“Then there are certain other remarketing strategies we establish in terms of being able to cluster our audience better and ensuring that we get a month-on-month growth," he added.

Though, since its launch, the OTT platform has been hailed for its rich movie library and currently is also working on the movie catalogue, the company is not willing to entirely depend on it.

However, despite originals being an important part of programming strategy, he does not believe in gambling all the money for it. The team is working on short-form content ideas also as a part of the overall content strategy.

In late April, Eros Now premiered its first direct-to-digital film Meri Nimmo kicking off a new trend of distribution as well as adding a new dimension to its content strategy. Viewers have responded well to the film. Moreover, it has helped to attract new users to the platform.

“From a qualitative point of view, it was a very good thing. Something that we will do going forward also in terms of looking at digital original film as a key part of content strategy,” he said.

The success of the first initiative in the genre has helped the company to fix focus on such projects. Currently, it is looking at multiple projects that will be released direct on digital.

Very recently, Eros Now launched a new brand campaign titled ‘Bolo kya dekhogey’. It claims that the quality of organic users coming on the platform has gone up drastically after the launch of the campaign. Usually, many players go to third-party digital agencies for marketing campaigns but Eros Now relied on in-house creativity.

“We are also a production house first; we develop a lot of creative ideas. So, people who worked on the quality movies over the years should be able to come up with good creative ideas itself to market around products. Historically, we have been the one marketing our movies also,” Hussein explains.

Since the beginning of this year, from appointing some new key executives including Hussein to launching new brand campaign, expanding content library, extensive marketing, the first half has been momentous for the streaming platform. The company is heading in a direction to reach about 12-15 million paid subscribers in next 12 months on the back of such focussed strategies. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/netflix.jpg?itok=2t4qVCVP
Netflix goes more local, launches Hindi UI

KOLKATA: Netflix, the world’s leading streaming entertainment service, today launched its user interface in Hindi. This enables Netflix members who prefer Hindi to easily discover, access and enjoy their favourite Indian and international films and series. The complete Netflix experience in Hindi,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/idna.jpg?itok=JG608oDA
India Today suspends print publication Mail Today; turns digital

NEW DELHI: Most newspapers in India are facing an uphill task to maintain their readership amidst the pandemic. India Today too faced the burn. The group announced that its English language tabloid Mail Today will suspend its print publication with effect from 10 August 2020. The reason stated is...

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/twitter.jpg?itok=1JWzAxWC
Twitter announces new labels for government, state-affiliated media accounts

NEW DELHI: Twitter has announced that the micro-blogging site has started labelling accounts of government officials and state-affiliated media. The blog read that it will focus on labelling ‘Senior officials and entities who are the official voice of the state abroad.’ For the time being, this...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/tiktok.jpg?itok=w0WziBbx
US imposes ban on TikTok and WeChat

NEW DELHI: US President Donald Trump has announced that social media apps TikTok and WeChat are barred from operating in the US starting 20 September if they are not sold by their Chinese-owned parent companies. The video-sharing app TikTok has come under the lens of US lawmakers over national...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/07/tv.jpg?itok=T68SdaRf
Are OTT players finding a sweet spot for pricing?

A recent report from Kantar spoke about the massive surge in SVoD growth in urban India. Hence, it is clear that Indians have started loosening the purse strings for premium online content.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/byju.jpg?itok=a5nVrI7d
BYJU’S acquires ed-tech start-up WhiteHat Jr

KOLKATA: BYJU’S, the leading ed-tech company, has announced that it has acquired Mumbai based ed-tech start-up, WhiteHat Jr.

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/mix.jpg?itok=YWv_KBwz
Discovery Plus celebrates 15 Aug with new episodes of 'Tales of Valour'

Discovery Plus has strengthened its offering in the armed forces-led content by dropping new episodes of Tales of Valour in the month of August.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/06/2.jpg?itok=YSK_Kxer
Airtel-AWS partner to offer cloud services to M&E firms

It’s hoping to take Indian companies further into the cloud. Telco Bharati Airtel has signed a multi-year, strategic collaborateon agreement with Amazon Web Services (AWS.) to deliver a comprehensive set of innovative cloud solutions to large enterprise and small and medium enterprise (SME)...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/05/disney.jpg?itok=-5lYpiFj
Disney+ Hotstar to roll out in Indonesia on 5 September

KOLKATA: In the pursuit of conquering new-age entertainment, The Walt Disney Company has kept a sharp eye on the APAC market and is rolling out Disney+ Hotstar in Indonesia on 5 September. In the last quarter, the media giant launched Disney+ in India via Disney+ Hotstar service. While at the end...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required