Airtel Xstream app registers boom in video content

Airtel Xstream app, a video network for digital content, registered 300 percent surge in the streaming of popular 80s and 90s TV shows.
Airtel business customersXstream app provides more than 10,000 shows and 400 plus TV channels.

The platform also recorded 100 percent growth in demand for Bollywood classics and cult comedies. Overall streaming volumes have increased 50 percent on the app since the middle of March 2020.

Cult TV shows such as Malgudi Days, Dekh Bhai Dekh, Zabaan Sambhal Ke, Rajani and many more have witnessed 300 percent surge in streaming volumes.

Bollywood Classics from Chaudhavin Ka Chand, Mother India, Don, Padosan, Andaz Apna Apna and Raja Babu have seen streaming volumes growth of 100 percent underlining the strong demand of content from the decades gone by.

The average session time on Airtel Xstream and the number of daily sessions per user rose by 40 percent as people are spending more time inside homes.

“The current situation has made video entertainment an obvious and large use case. At the same time, it has given all of us more time and space to travel back in time and rekindle some fond memories as the situation also make us emotional,” Adarsh Nair, chief product officer of Bharti Airtel, said.

Close to 80 percent of the demand surge for retro content is driven by users from non-metros and smaller towns in states such as Uttar Pradesh, Bihar, Rajasthan and Madhya Pradesh, says Airtel. This highlights the growing adoption of OTT in these markets as smartphones and 4G penetration increases.