Eros Now is an Indian subscription-based over-the-top, video on-demand entertainment and media platform, launched in 2012. It is owned and controlled by Eros Digital, the Indian digital media management arm of the Indian-American multinational media company Eros Media World. The network offers media streaming and video-on-demand services.[2]
History and growth
Founded in the year 1977, Eros International plc started its business with movie acquisitions and within a few years it went on to become India's first distributors of VHS. In the year 2012, when Eros launched Eros Now, its digital on-demand entertainment platform, the company got transformed into a fully vertically integrated studio. Eros Now targets the 1.5 billion population of Indian Entertainment world over. In the initial launch phase, Eros Now started with films and music videos as its primary content. From 2012 to 2018, it has added content such as short films, web-series and specially curated content under the originals bouquet. Eros Now has also tied- up with various leading telecom and content players to stay ahead of the curve.
In January 2018, Eros Now premiered their first short- film 'Toffee' starring Syna Anand and Sammaera Jaiswal. In February 2018, Eros Now made an announcement of rolling out its original content in the second half of the year, which would include films, series, features and short-format films. In April 2018, Eros Now released India's first direct-to-digital film Meri Nimmo.[3] And in September 2018, Eros Now launched its first original show 'Side Hero' [4] directed by Rohan Sippy and starring Kunaal Roy Kapoor, Gauahar Khan, Gopal Dutt and Arjun Kanungo. Followed by the launch of flag ship original web show 'Smoke' in October 2018 starring Tom Alter, Jim Sarbh, Mandira Bedi and Kalki Koechlin. Smoke was the only Indian web series to be showcased at the coveted annual event MIPCOM 2018 at Cannes in France under Made in India Originals category.[5]
Eros Now also has web-series and films like A Monsoon Date, Maunn, Salute Siachen, Black & White interviews and more in their segment called E- Buzz.
In December 2018, Eros Now further expanded its content strategy with the launch of Eros Now Quickie, a short video format segment. The first two Eros Now Quickies were Date Gone Wrong, Paise Fek Tamasha Dekh, started streaming on 19 December 2018.[6] On 6 January 2019, Eros Now launched its third quickie, The Investigation which featured digital debut of television actor Hiten Tejwani playing the role of a Mumbai Crime Branch officer investigating a murder while Leena Jumani (Kumkum Bhagya and Punar Vivah) played his onscreen wife.[7] On 12 January, the fourth Eros Now Quickie, Tum Se Na Ho Paayega was launched and featured Aakashdeep Arora and Juhi Bhatt in the lead role. The show was a light-hearted content which revolved around a small town boy, Bala, and his inability to deal with inter-gender behaviour of the progressive world.[citation needed]
Eros Now's business model is subscription based with three types of streaming membership plans. The basic plan (in India) includes access to standard definition quality streaming without functionality at INR 49. The plus plan (in India) allows unlimited access and functionality to streaming including access to HD streaming and features such as offline download, watch lists and playlists at INR 99. The premium plan (international) includes access to high definition and a full feature set. The pricing varies across countries i.e. USA US$7.99 per month, UK £4.99 GBP, UAE DHMS 20, Malaysia MYR10.
Eros Now has 128 million registered users and 30 million paying subscribers worldwide. (Total paid subscribers may include those who are on a paid, free-trial or via minimum guarantee as long as a method of payment has been provided.) [10]
Eros Now entered the Malaysian market by this partnership. As part of the partnership with Maxis, Eros Now was included within a range of Maxis' prepaid and post-paid data plans, offering various promotions to the telecom subscribers. The deal with U Mobile enabled the telecom's pre- and post-paid customers' access to Eros Now's premium subscriptions.[13]
The initiative allowed consumers to access the high quality Eros Now service within the Jio ecosystem. This partnership helped Eros Now with the opportunity to acquire new subscribers throughout urban and rural India.[14]
Eros Now announced a distribution partnership with Vodafone or integration with Vodafone Play. With this partnership, Vodafone Play users were able to access Eros Now's Bollywood content offering.[15]
Eros Now announced its association with SpeedPay – a multi-purpose offline wallet and Indian state owned telecommunications provider, Bharat Sanchar Nigam Ltd (BSNL) [16]
November 2017
Telecel Global Pty
Eros Now entered the South African market through a strategic partnership with leading telecommunications provider Telecel Global Pty.[17]
June 2018
Dialog Axiata PLC
The association allows Dialog Axiata PLC users to seamlessly browse through over 20,000 hours of original Indian content in over 10 languages[18]
Eros Now offered Chromecast customers a range of subscription offers. The offer was valid with the purchase of Chromecast in India through their then official retail partners Snapdeal and Airtel
Eros Now was integrated within the LeEco ecosystem of internet enabled smartphones and smart televisions with a one-year premium subscription to Eros Now service
Eros Now started showcasing its content repository across Apple TV's presence in 80 key countries including USA, UK, India, Canada, Australia, and Malaysia
Fire TV customers received a three-month free premium subscription to Eros Now
April 2017
Ola Play
Ola Play entered into a revenue-sharing partnership with Eros Now which enabled customers to watch Eros Now content that could be seamlessly controlled through their smartphones as well as a device mounted at the back of the seat
May 2017
Sony Smart TV
Eros Now was available across 197 Sony devices, namely all the latest (2016–17) smart TVs and Blu-ray players worldwide
Eros Now will be available within Patchwall on all Mi TVs sold in India
September 2018
Xiaomi Indonesia
Mi TV users will have access to Eros Now's compelling bouquet of 11,000+ Bollywood and Regional language films, entertainment shows, music videos and originals at a monthly subscription of IDR 26,000 (US$7.99)
Eros Now partnered with the Baidu-owned Chinese streaming giant for a content agreement to license its vast catalogue of Bollywood blockbusters that will be showcased on iQiyi
Eros Now subscribers have access to 12+ Linear TV channels of FTV along with 145+ hours of On-Demand Content
October 2018
Etisalat – eLife
The strategic partnership with E-Vision, a fully owned subsidiary of Etisalat, for its SVOD offering 'eLife Video Packs'. Eros Now further strengthens its existing presence in MENA region (Middle East and North Africa).
Eros Now entered into multiple significant partnerships in India with three major electronic payment platforms – Paytm, Mobikwik and Freecharge for easier and effortless transactions for its users.[20]
The association will enable advertisers to directly monetize on Eros Now's video platform and a unique opportunity to experience an end-to-end playbook that spans innovative video and ad formats. Eros Now will also adopt InMobi's disruptive mobile-first advertising platform to market content through the in-app video universe across India.[2]
Eros Now secured the licensing rights to two of Dharma's then latest releases, Badrinath Ki Dulhania and Ok Jaanu along with 11 catalogue films with global digital distribution rights for these films on a non-exclusive basis