Eros Now has managed to document a rise in its subscriber base (reaching 13 million) in Q2. Apart from including to its film library, the OTT participant is making investments in authentic content material. Rishika Lulla Singh of Eros Digital talks to Anirban Roy Choudhury about driving subscription, the pricing technique, bringing the cinematic expertise to the smaller display, and extra. Edited excerpts:
What has led to the expansion in Eros’ subscriber base?
When we launched Eros Now in 2012, there was no pure SVOD-led service in India, a time when excessive velocity web, 3G or 4G was not the truth. Cut to This fall 2016: with the Jio launch there was a push on knowledge. We at all times had a transparent proposition from the very starting: limitless motion pictures and SVOD. A premiere each Friday, the promise that theatrical releases are slated to be on the platform and the originals have all contributed to the expansion of Eros Now.
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Will you be buying platforms to attain development?
We are open to buying gamers that both have a library or a subscriber base. However, we’re in this candy spot the place we have already got 13 million paying subscribers and a registered consumer base of 128 million. So, proper now, we’re focussed on changing individuals to be paid subscribers. If there’s a whole lot on the desk, we will certainly think about it.
Given Eros Now’s strong film library, will it’s troublesome to ascertain the unique reveals?
We are offering the cinematic expertise we’re recognized for, to individuals on a smaller display the place they’ll binge watch. We usually are not replicating the tv format of content material. The purpose is to develop the cinematic expertise and proceed to good it with the originals… like what HBO did with Game of Thrones in phrases of altering the way in which the tv business’s content material area labored.
This would clearly want rather a lot of funding. Would it make financial sense in the present ecosystem?
You have to make content material that has the legs to journey. Eros Now shouldn’t be restricted to India; we’re stay in over 135 international locations. We have a powerful worldwide subscriber base that we have to present content material to. With our pricing technique, we take a hyperlocal method the place worldwide subscribers pay increased ARPU (common income per consumer) than these in India. Also, our sport is about scale. We usually are not trying to skim the highest 1% or 0.5% of the market; we wish to attain everybody. We have 100 originals rolling out in the subsequent 18 months and are budgeting roughly Rs 350-500 crore for them.
Monetising digital video content material in India is a problem. How will you go about it?
I don’t suppose monetisation is the most important problem; driving ARPU is. People are actually prepared to pay for SVOD and music providers. Monetisation is troublesome for many who are replicating the linear expertise that’s both obtainable totally free or for which the patron has already paid as soon as.
The key elements that will drive individuals to pay for content material embody accessibility and worth level. That is why we have now a twin pricing construction, obtainable solely in India, the place we have now the free product to rope shoppers in and purchase their particulars. In free mode, one can entry round 100 movies and some music movies, trailers and audio tracks. Once they’re in the ecosystem, it is extremely straightforward to maneuver them up the funnel. For instance, if I missed a film in the theatre, I can watch it on Eros Now — that hysteria will push one to pay Rs 50 for a month. After a pair of motion pictures they’d need a big display, HD and Dolby expertise that will push them to pay Rs 100. It is all about placing the whole lot on the market, creating the shortage, demand and need to maneuver up the funnel.
In India, Hotstar instructions a big subscriber base, whereas Netflix and Amazon Prime Video provide costly authentic content material. Where is Eros Now in the combo?
We wish to be certain that we’re the primary model that one will get onto after they land in the digital ecosystem. If we take our Indian counterparts, they’re all free providers as a result of they’re replicating the linear expertise. The magnificence about India is that it has such an enormous pie that everybody can eat from it. So, you’ll have to declare and personal your area of interest and that’s what we have now been in a position to do with premium cinematic high quality leisure.