Eros Now to collaborate with YouTube Music

Eros Now attempts to expand its digital business; collaborates with YouTube Music and Google as a part of the efforts.

Eros Now, a South Asian OTT entertainment platform, has announced a collaboration with YouTube Music in India to introduce a special subscription package at Rs 99 for 90 days for new users of YouTube Music Premium subscription. The offering will be available to all new users of YouTube Music Premium, Google Play Music in India. At the end of the offer, the customer will be charged separately as per prevailing plans for Eros Now and INR 99 per month for YouTube Music Premium. 

Users will get access to Eros Now’s content library of movies, TV shows, Eros Now Originals, short-format content — Eros Now Quickie, as well as YouTube Music’s catalogue including tracks in English, Hindi, and nine other Indian languages. This collaboration aims to enhance consumer engagement by offering the best entertainment content and access to an extensive music library with a user-friendly interface.

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Commenting on this collaboration, Rishika Lulla Singh, Chairman and CEO- Eros Digital said, “Eros Now’s collaboration with YouTube Music is inimitable and we are thrilled to have collaborated with YouTube as this will provide consumers with a massive music library in conjunction with our premium film and other programming. Amongst several initiatives we deeply invested in growing the base of paid digital subscriptions in India and this strategic alliance with YouTube and Google is another example to ensure we are able to move the needle for the growth of this business in India, whilst providing for a super value to our consumers.”

According to the Counterpoint 2019 India OTT Video Content Market Consumer Survey, Eros Now has the largest share (59%) of users in the 25-39 age bracket in Tier II/III cities, highest among all major OTT platforms with a total of 68% of its consumers watching content on the platform daily. According to the FICCI KPMG Report released in September 2019, Movies and Music contribute to greater than 50% of the OTT content consumption on both matrices of unique viewers and time spent.