Eros Now: Unravelling The Digital Video Consumer – Looking Through The Viewer Lens

New Study by Eros Now in conjunction with KPMG in India highlights Indians love for films

DOUGLAS, Isle of Man–(BUSINESS WIRE)–Eros Now, a premier Indian OTT entertainment platform with more than 155 million registered users, and KPMG in India, a multinational professional services network, today showcased an in-depth report on India’s OTT market at FICCI FAST TRACK INDIA 2019 in Mumbai. The study projects that India will have more than 500 million online video subscribers by FY 2023 making it the second biggest market in the world after China. As per the study, 87% of users in India consume their content on mobile phones and spend an average time of about 70 minutes per day on OTT platforms.

The varied and innovative offerings blended with superlative services will let OTT platforms cater to the growing market. Eros Now, which is known for its extensive movie library apart from offering originals, digital movie premieres and short-format content ‘Quickie’, has been a leading OTT platform satiating increasing consumer demands across device forms like Smart TVs, tabs and so on.

The KPMG and Eros Now study highlights several interesting aspects of the Indian OTT market:

Love for films: Indians continue to love their movies and movie related content; 30% of the respondents prefer watching movies on OTT platforms.

Original content as a differentiator – Original and exclusive Indian content is one of the biggest drivers in the OTT space. Quality Indian narratives are traveling beyond the South Asian audiences around the world. The massive base of digital content consumers prefers new stories that this country must tell.

Online video transcending geographies – Distribution ecosystem is set to become stronger. Role of value chain partners like OEM, DTH, ISPs and Telcos is likely to grow as creators look at multiple avenues to reach the end consumer.

Innovations in pricing to boost subscriptions – New user profiles indicate that companies have to focus on smaller towns and rural markets as a sustainable business model would need to be anchored by small town viewers and eventually subscribers.

Fostering multi-format consumption and engagement – Short-format video content, movie premieres, documentaries, original music and other formats enable OTT players to engage diverse sets of online video consumers. Today, audiences look forward to enjoying varied content formats on digital platforms.

In order to cater to consumer demands, Eros Now plans to invest to create new original shows for their platform. It has also introduced ‘TV Se Pehle’, wherein movies premiere on the platform prior to their satellite broadcast and started to offer original short-format content. Soon, Eros Now plans to launch over 50 short form original series under its ‘Eros Now Quickies’ category. The premium Indian OTT player’s several strategic brand associations has enabled the app to be available in smaller towns of the country and in over 135 countries across the globe.

Commenting on the key trends and insights Rishika Lulla Singh, Chief Executive Officer, Eros Digital, said, “India is one of the fastest growing entertainment and media market globally and is expected to keep that momentum. As data and digital infrastructure has become exceedingly accessible even in small cities of India, the market for OTT has widened enormously. At Eros Now, we strive to constantly engage the existing consumers and expand our reach by offering new and innovative services.”

Girish Menon, Partner & Head Media & Entertainment, KPMG in India, said, “The online video consumer in India has evolved in a significant way in the last couple of years. With consumption now going mass and viewers spending close to 8.5 hours a week on online video, we see a homogenous pattern of consumption emerging cutting across age groups, income levels and professions. Our report also touches upon the future of this consumption evolution, and how online video could potentially disrupt traditional distribution in the coming years. This represents a large opportunity for platforms to tap into the ever-expanding universe of digitally connected Indians”

The increasing internet penetration and access to digital infrastructure across India make it an important market for the OTT industry. The KPMG report is a testament that content innovation, services across device forms and partnerships has established Eros Now as a key player and will further strengthen its position in the growing market.

About Eros International Plc

Eros International Plc (NYSE: EROS) a Global Indian Entertainment company that acquires, co-produces and distributes Indian films across all available formats such as cinema, television and digital new media. Eros International Plc became the first Indian media company to list on the New York Stock Exchange. Eros International has experience of over three decades in establishing a global platform for Indian cinema. The Company has an extensive and growing movie library comprising of over 3,000 films, which include Hindi, Tamil, and other regional language films for home entertainment distribution. The Company also owns the rapidly growing OTT platform Eros Now. For further information, please visit:

About Eros Now

Eros Now is Eros International Plc’s On-Demand South Asian Entertainment Video Service accessible worldwide to viewers across internet enabled devices including mobile, web and TV. With 12,000 plus Movie titles, Music Videos, Television Programming and others Eros Now caters to more than 154.7 million registered users and 18.8 million paying subscribers worldwide with the promise of endless entertainment Product features, such as video in HD, multi-language subtitles, movie downloads, and high-quality original drama series differentiate the Eros Now entertainment offering. To see, watch now:

About KPMG in India

KPMG in India, a professional services firm, is the Indian member firm affiliated with KPMG International and was established in September 1993. Our professionals leverage the global network of firms, providing detailed knowledge of local laws, regulations, markets and competition. KPMG has offices across India in Ahmedabad, Bengaluru, Chandigarh, Chennai, Gurugram, Hyderabad, Jaipur, Kochi, Kolkata, Mumbai, Noida, Pune and Vadodara. KPMG in India offers services to national and international clients in India across sectors. We strive to provide rapid, performance-based, industry-focused and technology-enabled services, which reflect a shared knowledge of global and local industries and our experience of the Indian business environment.

Associated Links

  • The New York Stock Exchange
  • NYSE
  • Eros
  • KPMG International
  • Eros Digital
  • Eros Now
  • Internet television
  • E-commerce
  • Eros International
  • OTT service in India