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Eros Now Leads All Major OTT Platforms in Market Share of Small and Regional Cities According to New Research
Mumbai: Eros International Plc (NYSE:EROS) (“Eros” or the “Company”), a Global Indian Entertainment Company, announced today that Counterpoint Technology Market Research has recently released an in-depth study on OTT platforms and consumption patterns in India. According to the study, Eros Now has the largest share (59%) of users in the 25-39 age bracket in Tier II/III cities, the highest among all major OTT platforms. In terms of engagement, the study found that Eros Now users had the highest engagement levels compared to other OTT platforms, with 68% of Eros Now users indicating that they watch content on the platform daily. In addition, the survey points out that 9% of Eros Now users watch content on the platform for more than 21 hours per week.
The Counterpoint Research study highlights several interesting trends and data points, including:
· Content from comfort of home: 96% of Eros Now customers prefer watching content at home
· Smart TV – the new choice: Eros Now has the highest percentage of its users watching content on Smart TV with a total of 27% – highest among all other leading OTT platforms
· Demographic trends: Eros Now has the highest share of business owners as users – over 14%
· Importance of Xiaomi: More than half (53%) of ErosNow users in Tier II/III cities own a Xiaomi smartphone.
Rishika Lulla Singh, Chief Executive Officer of Eros Digital, commented on the key trends revealed in the survey, saying, “The Counterpoint survey is proof of the success of our endeavours not only to expand the consumer base but also to strengthen our foothold in the smaller cities of India. Our entry into the rural markets of India has played a significant role in the growth of the OTT industry in the country."
Eros Now continues to thrive through its partnerships in India. Notably, Eros Now has partnered with Xiaomi for pre-installation on Smart TV's in India, a rapidly growing market. Eros Now is currently the only major Indian OTT platform to partner with Apple for its new Apple TV Plus service to be launched globally later this year.
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Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
