Airtel has introduced its Xstream Premium, which is able to now be a “streaming super app” and provides customers entry to over 15 completely different excessive (OTT) streaming companies as effectively. Airtel clients will have the ability to entry content material from these companies from one app due to the service. It can be provided to Airtel clients at an introductory value of Rs 149 a month, or Rs 1,499 yearly.
The new service will function over 10,500 motion pictures, exhibits and stay channels from SonyLIV, ErosNow, Lionsgate Play, Hoichoi, ManoramaMax, Shemaroo, Ultra, HungamaPlay, EPICon, Docubay, DivoTV, Klikk, Nammaflix, Dollywood, and Shorts TV.
“The current OTT ecosystem offers a fragmented experience. Payments is also a difficult problem when one user has multiple subscriptions. The proposition pricing of subscribing to multiple services adds up very fast and becomes quite expensive,” Adarsh Nair, chief product officer (CPO) Airtel India advised indianexpress.com in an interplay.
“One price. One Login. One login. Content from more than 10 platforms on one single app backed by our technology. Our OTT partners do what they do best: curate and create the best content. And we do what we do best: distribution and technology,” he added.
Airtel clients can entry the bundled service at introductory costs.
The streaming service will supply a unified expertise throughout its cellular app, desktop app, desktop browser expertise, Airtel’s Xstream set-top-box, and good TV software.
Nair believes that there’s one other important profit for its OTT companions with the Airtel partnership. They can get entry to detailed viewership insights and knowledge, which can assist them determine future content material curation and creation efforts. For instance, a platform might have a look at a metropolis like Delhi and primarily based on the evaluation, they might perceive which style works greatest with the viewers within the metropolis.
But this additionally opens up questions on person knowledge privateness. Airtel believes it solves this downside by having a person consent-based framework the place knowledge is shared with companions with specific person consent. Also, a bulk of the information that Airtel’s OTT companions can entry can be aggregated knowledge and insights.
While customers can buy Xstream Premium with all of the OTT companies collectively, Adarsh Nair additionally hinted on the potentialities of the service being repackaged or bundled with different Airtel merchandise relying on the product, service and area.
“For instance, it might be {that a} buyer activating a pay as you go cellular pack in West Bengal would additionally unlock Hoichoi, which is the preferred streaming service within the state. Or a buyer in Kerala might unlock Manorama Max. The same bundling might additionally occur with our different merchandise, together with residence web and DTH,” he stated.
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With inputs from TheIndianEXPRESS
