Eros Now leads OTT players in market share of Tier 2-3 cities: Counterpoint report

Eros Now, the on-demand South Asian entertainment video service from Eros International, has the largest share (59 per cent) of users in the 25-39 age bracket in Tier 2/3 cities, the highest among all major OTT platforms, according to the recently released an in-depth study on OTT platforms and consumption patterns in India by Counterpoint Technology Market Research.

In terms of engagement, the study found that Eros Now users had the highest engagement levels compared to other OTT platforms, with 68 per cent of Eros Now users indicating that they watch content on the platform daily. In addition, the survey points out that 9 per cent of Eros Now users watch content on the platform for more than 21 hours per week.

The Counterpoint Research study highlights several interesting trends and data points, including:

  • Content from comfort of home: 96% of Eros Now customers prefer watching content at home
  • Smart TV – the new choice: Eros Now has the highest percentage of its users watching content on Smart TV with a total of 27% – the highest among all other leading OTT platforms
  • Demographic trends: Eros Now has the highest share of business owners as users – over 14%
  • Importance of Xiaomi: More than half (53%) of ErosNow users in Tier 2/3 cities own a Xiaomi smartphone

Commenting on the key trends revealed in the survey, Rishika Lulla Singh, Chief Executive Officer of Eros Digital, said, “The Counterpoint survey is proof of the success of our endeavours not only to expand the consumer base, but also to strengthen our foothold in the smaller cities of India. Our entry into the rural markets of India has played a significant rolein the growth of the OTT industry in the country.”

Eros Now continues to thrive through its partnerships in India. Notably, Eros Now has partnered with Xiaomi for pre-installation on Smart TVs in India, a rapidly growing market. Eros Now is currently the only major Indian OTT platform to partner with Apple for its new Apple TV Plus service to be launched globally later this year.


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