iWorld
Airtel inks content deal with CuriosityStream
MUMBAI: Bharti Airtel today announced a content partnership with CuriosityStream, the award-winning global media company that delivers the world of factual entertainment in one mind-expanding place.
Launched by John Hendricks, the visionary founder of Discovery Channel, CuriosityStream lets viewers explore their passions and discover new ones with thousands of films and series covering space, art, volcanoes, history, travel, cars, architecture, dinosaurs and so much more.
The complete content catalogue of CuriosityStream, including exclusive originals that can’t be seen anywhere else, will now be available to Airtel customers on its converged digital entertainment platform – Airtel Xstream.
Airtel Thanks Gold and Platinum customers will get complimentary access to exciting CuriosityStream content on the Airtel Xstream app and airtelxstream.com. The content will also be available on the Airtel Xstream Hybrid Box and Airtel Xstream Smart Stick.
Airtel is the first partner to bring CuriosityStream to India, directly to viewers who are looking for the kind of engaging factual shows that the traditional networks have abandoned. CuriosityStream covers the full breadth and depth of the non-fiction genre – from science and technology to history and nature to society and lifestyle.
With this latest partnership, Airtel has further strengthened its digital entertainment play. The Airtel Xstream platform offers over 10,000 movies and shows along with 400 plus LIVE channels. This content can be accessed across all screens – smartphone, TV, and PC through Xstream applications and smart devices.
Adarsh Nair, Chief Product Officer, Bharti Airtel said: “We are thrilled to join hands with CuriosityStream to introduce India to best-in-class factual entertainment content, which will be available to customers on the screen of their choice. There is growing demand in India for quality content and we believe that CuriosityStream’s award winning series will add to our effort of delivering a differentiated experience to our customers.”
Sunil Taldar, CEO and Director – DTH, Bharti Airtel said, “We are delighted to partner with CuriosityStream for our Airtel Xstream platform and bring some really exciting and premium content to Indian homes. With the new Airtel Xstream Hybrid Box, customers can enjoy the best of linear TV and online content, including exclusive factual shows commissioned by CuriosityStream.”
Clint Stinchcomb, President and CEO, CuriosityStream said, “CuriosityStream is the definitive experience for satisfying curiosity and supercharging the imagination. Our partnership with Airtel is built for today and for the future, reaching the important Indian audience at scale through Airtel's vast footprint and multiple screens. We are excited to team with Airtel for this first-of-a-kind partnership.”
The Airtel CuriosityStream partnership was secured by media distribution firm Brandwith.
iWorld
Meta tests Instagram Plus with stealth features and extended story tools
New paid tier targets everyday users with more control and privacy perks
MUMBAI: Meta appears to be doubling down on subscriptions, quietly testing a new premium tier called Instagram Plus that brings a mix of privacy, control and visibility tools to everyday users of Instagram.
Unlike Meta Verified, which is geared towards creators and businesses, the new offering is aimed squarely at regular users who want a little more control over how they show up and what they see on the platform.
At the heart of Instagram Plus is a rethink of Stories, the app’s most widely used feature. The test introduces the ability to view Stories anonymously, meaning users can watch or preview content without appearing in the viewer list. It also adds “rewatch insights”, allowing users to see how many times their own Stories have been viewed, a metric that has long been a source of curiosity.
There is more. Stories can stay live for up to 48 hours instead of the usual 24, giving posts a longer shelf life. Users can also create multiple audience lists beyond “Close Friends”, making it easier to tailor content for different circles such as work, family or social groups.
For those chasing visibility, a weekly “Story Spotlight” feature lets users push a post to the front of their followers’ feed. Meanwhile, searchable viewer lists make it simpler to track who has seen a Story, and a new “superlike” reaction adds a more animated way to stand out in direct messages.
The feature set may feel familiar to some. Several of these tools have previously existed through third-party workarounds or have been widely requested by users, particularly the ability to browse Stories discreetly.
Pricing for the test is deliberately modest, suggesting a strategy focused on scale. Early trials show subscription costs at roughly $1 to $2 per month in markets such as the Philippines, Mexico and Japan. The feature has not yet rolled out in India, the United States or Europe, though a broader launch later in 2026 is widely expected if the pilot gains traction.
The move reflects a broader shift in Meta’s business model. With digital advertising facing increasing competition and regulatory scrutiny, subscription products offer a more predictable revenue stream. Rivals such as Snapchat Plus have already found success, building a sizeable paying user base with similar premium add-ons.
For Meta, the bet is simple: give users more control, a touch of stealth and a dash of exclusivity, and they may be willing to pay. If the early signs hold, Instagram Plus could turn everyday scrolling into a slightly more curated, and monetised, experience.
