OTT platform Eros Now aims to grow its annual Premium Paid subscriber ARPU by more than double by the end of this year. By December 31, 2022, it is targeting an annual ARPU globally in the range of $1.20 to $1.30.
The company said it expects that the ARPU growth will be driven by the pivot in strategy to focus more on direct-to-consumer relationships and by leveraging the bundling opportunities with distribution partners. “Eros Now believes these factors will help grow ARPU and reduce churn,” it added.
In fiscal 2021, the annual ARPU (net to Eros Now after deducting commissions, partnership fees, etc.) of Premium Paid subscribers was as follows:
All Premium Paid Subscribers - Global: $0.52
Premium Paid Subscribers - India: $0.30
Premium Paid Subscribers - International: $10.01
Talking about the content strategy, Eros Now said it will focus on new original Hindi language series, as well as augmenting the portfolio of regional language series to maintain and grow its leadership position in Tier 2 and Tier 3 regions of India.
As previously announced in December 2020, Eros Now is planning to release a total of 46 original series and movies premieres across eight Indian languages during fiscal 2021. To date, Eros Now has released 25 titles with the rest to follow during fiscal 2021.
In addition, Eros Now plans to introduce more genres of content to reinforce its leadership position in the Indian OTT market.