Telecom operator Bharti Airtel on Thursday announced the launch of its new video streaming aggregator service – Airtel Xstream Premium. The company is targeting 20 million subscriptions through the new offering.

Aggregating content from 15 Indian and global OTT platforms in one app, Airtel Xstream Premium will give customers access to live channels and a catalogue of over 10,500 films and shows from SonyLiv, ErosNow, Lionsgate Play, Hoichoi, ManoramaMax, Shemaroo, Ultra, HungamaPlay, EPICon, Docubay, DivoTV, Klikk, Nammaflix, Dollywood, and Shorts TV, even more, OTT players will be onboarded going ahead, company said in a statement.

Airtel Xstream Premium offers its service with a single app, single subscription, single sign-in, unified content search and AI-driven personalized curation for each user. It can be accessed across mobile devices through the web, and on TV through the Xstream set-top-box. The service will be available exclusively to Airtel customers at Rs 149 per month.

Commenting on the launch Adarsh Nair, CEO – Airtel Digital said, “Airtel Xstream Premium is a game-changing innovation to democratize OTT content in India by solving the key challenges of content discovery, affordability and distribution. As a unified digital platform, it’s a win-win proposition for customers and OTT players alike as we begin an exciting journey to make digital entertainment mainstream in India.”

Manish Aggarwal, Head – Growth and Monetization, SonyLIV, said, “We are thrilled to join forces with Airtel Xstream to accelerate India’s video OTT ecosystem. Our partnership with Airtel Xstream will bring premium content – from Originals, Movies, Sports and Sony India network content in all the leading languages and top shows from Hollywood to over 340M Airtel customers. SonyLIV’s rich content library coupled with Airtel Xstream’s deep distribution reach and massive scale capabilities make it for a perfect partnership for both sides and we look forward to a long and successful association.”

Soumya Mukherjee, VP – Revenue and Strategy, Hoichoi, said, “Hoichoi has always been committed to making its content available to a wider audience base. Airtel, being one of the most widely used networks, with a similar aim of serving people from all corners of the country, makes this partnership a truly dynamic one. This will enable Hoichoi to penetrate deeper into the Tier – II and Tier – III cities as this collaboration will provide the Airtel users with a Hoichoi subscription bundled with an attractive Airtel recharge pack.”

Ali Hussein, Chief Executive Officer, Eros Now, said, “Eros Now is a mass-market consumer proposition with thousands of movies, original series, music videos, short-form content and more in multiple languages. This symbiotic partnership with Airtel Xstream will further accelerate Eros Now’s adoption in India and allow an even larger number of video users to access our popular and engaging content. I am confident that consumers will enjoy the experience of accessing the best of entertainment and internet on a single platform.”