Bharti Airtel’s video streaming service Airtel Xstream recently achieved a 2 million paid subscribers milestone. The platform’s 2 million paid subscribers are spread across the country with significant user interest through repeat subscriptions seen in Maharashtra, Karnataka, and Andhra Pradesh.
The platform offers a bouquet of OTT platforms to consumers across the mobile and large screens with mobile subscribers allowed to select one OTT provider from the bouquet with a minimum recharge of Rs 148. The large screen format launched earlier this year as Xstream Premium available at Rs 149 enables access to over 10500 movie titles and shows Live TV from OTT partners including SonyLIV, ShemarooMe, Eros Now, Lionsgate Play, Hoichoi, ManoramaMax, Shemaroo, Ultra, HungamaPlay, EPICon, Docubay, and DivoTV among others.
The platform has an average viewing time of 150 minutes approx which is increasing consistently. Series such as Gullak and Undekhi registered heavy user interest with 51% of the time on the platform spent on such series in the North whereas the movies came a close second with 49% split led by regional blockbusters such as James.
The usage statistics from Xstream corroborate the recent spike in viewers’ interest in regional cinema with James, Maandu, and Adavallu Meeku Joharlu trending on the platform in the top 5 for the last month. SonyLIV, Hungama, Eros Now, and Lionsgate Play are the most searched content partners on the platform.
“Airtel Xstream is an idea whose time has come. It is a unique product that brings together the best content across India and the world under a single subscription in one app, at the most competitive price possible. Our accelerated growth is due to our ability to meet the needs of the Indian consumer for great regional content. We will be doubling down on our regional strategy with our existing partners and will continue to onboard new partners with stellar regional content catalogues.”Adarsh Nair, CEO – Airtel Digital
The platform is looking to achieve 20 million paid subscriptions for Airtel Xstream and onboarding partners such as Chaupal TV from Punjab and Kanccha Lanka from Odisha which would increase the platform’s appeal to the audiences in Punjab and Odisha and the diaspora based elsewhere in the country.