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<\/span><\/figcaption><\/figure>NEW DELHI: Bharti Airtel<\/a> said it has inked a content deal with over-the-top (OTT) entertainment platform, Eros Now<\/a>, for the relaunched Airtel Xstream Premium<\/a> video streaming service.

This partnership, Eros Now said, will allow it to expand its reach by tapping into Airtel<\/a>’s vast customer base of over 300 million users.

“Airtel users will get access to Eros Now's content library of over 12,000 movies, originals, music, short-form content and more across languages and genres with a simplified search, customized recommendations, and single access login on the Airtel Xstream Premium<\/a> app on mobile and large screens (TV, tablet and PC),” it added.

Additionally, Eros Now will also be available across new bundled offerings to customers on Airtel Xstream Android set-top-boxes and Airtel Xstream Fiber.

“This strategic partnership with Eros Now enables us to provide the most sought-after content to consumers in the true heartland of India in their preferred language. It also allows us to enhance our offering and enrich our customer's digital experience,” said Adarsh Nair, CEO, Airtel Digital.

Airtel on February 10 relaunched its Xtream Premium paid OTT service at a monthly subscription of Rs 149 and Rs 1,499 annually.

\"Airtel<\/a><\/figure>

Airtel eyes 20 million new users for paid OTT content offering; focuses on regional content<\/a><\/h2>

India's second largest carrier expects revenue upside from the partnerships as well as from distribution. However, major OTT apps Netflix, Disney Hotstar and Amazon Prime will continue to be in standalone partnerships with Airtel which will be separate monetisation streams for the company.<\/p><\/div>

\"\"
<\/span><\/figcaption><\/figure>NEW DELHI: Bharti Airtel<\/a> said it has inked a content deal with over-the-top (OTT) entertainment platform, Eros Now<\/a>, for the relaunched Airtel Xstream Premium<\/a> video streaming service.

This partnership, Eros Now said, will allow it to expand its reach by tapping into Airtel<\/a>’s vast customer base of over 300 million users.

“Airtel users will get access to Eros Now's content library of over 12,000 movies, originals, music, short-form content and more across languages and genres with a simplified search, customized recommendations, and single access login on the Airtel Xstream Premium<\/a> app on mobile and large screens (TV, tablet and PC),” it added.

Additionally, Eros Now will also be available across new bundled offerings to customers on Airtel Xstream Android set-top-boxes and Airtel Xstream Fiber.

“This strategic partnership with Eros Now enables us to provide the most sought-after content to consumers in the true heartland of India in their preferred language. It also allows us to enhance our offering and enrich our customer's digital experience,” said Adarsh Nair, CEO, Airtel Digital.

Airtel on February 10 relaunched its Xtream Premium paid OTT service at a monthly subscription of Rs 149 and Rs 1,499 annually.

\"Airtel<\/a><\/figure>

Airtel eyes 20 million new users for paid OTT content offering; focuses on regional content<\/a><\/h2>

India's second largest carrier expects revenue upside from the partnerships as well as from distribution. However, major OTT apps Netflix, Disney Hotstar and Amazon Prime will continue to be in standalone partnerships with Airtel which will be separate monetisation streams for the company.<\/p><\/div>