ALTBalaji is following Eros Now’s strategy of partnering with multiple aggregators to reach customers — they have now partnered with YuppTV to reach Indian expats. YuppTV streams Indian TV channels and movies for NRI audiences at anywhere between $7–10 a month, depending on the package. Under the terms of this partnership, all premium content on ALTBalaji will be available to YuppTV customers internationally.


These syndicating partnerships allow streaming services like Eros Now and ALTBalaji to get Indian subscribers without ever needing them to subscribe — they’re simply added to a subscription service they’re already subscribed to. Eros Now even has 7.9 million paying subscribers thanks mostly to such deals — by their own definition of paying subscribers, that is, which includes customers on JioCinema who don’t really pay anything for the service. Even non-Indian services like Hooq and Viu are using aggregators to reach more subscribers. A while ago, Netflix was reported to be exploring such a deal with Jio and Airtel, though nothing has been announced on that front since. – Medianama