Eros International PLC announced today that Eros Now, its cutting-edge digital over-the-top (OTT) South Asian entertainment platform, has partnered with Chinese online video-streaming service iQiyi for a content licensing deal. iQiyi is one of the largest online video sites in the world, with nearly 6 billion hours spent on its service each month and over 500 million active monthly users.
Eros Now has tied up with the Baidu-owned Chinese streaming giant for a content agreement to license its vast catalogue of Bollywood blockbusters that will be showcased on iQiyi. With this partnership, Eros Now becomes the first South Asian OTT player to make inroads into the Chinese digital space.
Commenting on the development, Rishika Lulla Singh, CEO, Eros Digital, said, “The association with iQiyi represents a vital step forward for us as we continue to explore opportunities to expand our content offering globally. China has emerged as an important market and a major box office earner for Indian films in recent years, and it is a very significant milestone for us to further expand Eros’ dominant content distribution network through Eros Now’s alliance with iQiyi”.