Airtel goes after aggregation with Xstream Premium app

Indian telco Bharti Airtel has announced the launch of a new aggregation oriented streaming service.

The platform, Airtel Xstream Premium, aggregates content from 15 Indian and global video OTT players within one app. At launch, customers will get access to over 10,500 movies, shows and live channels from: SonyLIV, ErosNow, Lionsgate Play, Hoichoi, ManoramaMax, Shemaroo, Ultra, HungamaPlay, EPICon, Docubay, DivoTV, Klikk, Nammaflix, Dollywood, Shorts TV on Airtel Xstream Premium.

Available for RS149 per month, Airtel Xstream Premium provides users with a single app, single subscription and single sign-in. IT is available across mobile apps, on the web and on the TV through Airtel’s Xstream set-top-box.

Airtel has set a lofty goal of amassing 20 million subscribers to the app, and wants to make Airtel Xstream Premium the ‘go-to destination for digital entertainment’ in India.

Adarsh Nair, CEO, Airtel Digital said: “Airtel Xstream Premium is a game changing innovation to democratise OTT content in India by solving the key challenges of content discovery, affordability and distribution. As a unified digital platform, it’s a win-win proposition for customers and OTT players alike as we begin an exciting journey to make digital entertainment mainstream in India.”

Eros Now CEO Ali Hussein said that the partnership would accelerate its adoption in India, while other senior execs from Hoichoi and SonyLiv also praised the app as a good way to reach an increasingly competitive Indian market.