Bharti Airtel has announced that its video streaming service, Airtel Xstream, has achieved a 2 million paid subscriber mark, demonstrating a strong pace of growth as an over-the-top (OTT) aggregator platform.

Commenting on the development, Adarsh Nair, CEO, Airtel Digital, said, “We are the fastest-growing OTT aggregator in India with two million paid subscribers. Airtel Xstream is well-positioned to solve the challenges faced by both OTT content providers and customers. Customers face fragmented viewing experiences, multiple platforms for content, and pricing challenges, which Airtel Xstream solves. In addition to our existing partnership with 15 OTTs such as ErosNow, SonyLiv, Lionsgate, Hoichoi, ManoramaMax, Shemaroo, Ultra, Hungama Play, Ultra, EPICon, Docubay, DivoTV, etc, we have recently partnered with Chaupal TV and Kanncha Lanka, two of the most promising regional platforms with a dedicated viewership base across India, and we will now be able to extend our services to Punjabi, Bhojpuri, and Odia speaking audiences as well.”

Meanwhile, Airtel believes that the accelerated growth is on the account of the ability to meet the needs of Indian consumers for compelling regional content. The company asserts that the consumers are recognising the value proposition of good content being accessible without the hassles of multiple subscriptions.

Besides, Airtel Xstream has significant user interest through repeat recharges/subscriptions in Maharashtra, Karnataka, and Andhra Pradesh. The average viewing time on Airtel XStream is about 150 minutes which is increasing consistently. According to the company, SonyLiv, Hungama, Eros Now, and Lions Gate play are the most searched for content partners on the platform. Multiple content properties from Sony occupy a position in the trending top 10 list.

Airtel aims at achieving the 20 million paid subscriptions mark for Airtel Xstream.

Nair further comments, “Our accelerated growth is due to our ability to meet the needs of the Indian consumer for great regional content. We will be doubling down on our regional strategy with our existing partners and will continue to onboard new partners with stellar regional content catalogs.”