Home Opinions & Editorials Industry News Eros Now collabs with Azure to develop next gen online video platform

Eros Now collabs with Azure to develop next gen online video platform


Eros Now, the South Asian entertainment OTT video platform of Eros International; has partnered with Microsoft to create the next generation online video platform.

This is one of Microsoft’s first forays to India’s crowded digital video space; so far the market is dominated by leader AWS, used by players Walt Disney-backed Portal Hotstar and Indian film and video streaming platform ALT Balaji.

Eros will create new interactive voice offerings for end-user powered by Azure AI tools; including OTT app video and voice search experiences for video content in 10 Indian languages.

Furthermore, Eros will develop a customized referral engine to deliver personalized content recommendations for consumers by enhancing its user data with Azure AI, analytics, Cloud Data Warehouse solutions; and Azure Media Services.

“India is one of the fastest-growing digital entertainment and media markets worldwide, driven by the growth in online video content. AI and intelligent cloud tools will be the next drivers of the media business and will impact everything from content creation to consumer experience;” said Anant Maheshwari, president, Microsoft India.

Have you ever wondered why most of the leading Video streaming platforms are moving to the cloud?

The evolution and steady growth of the Internet have led to the rise of the multimedia industry. Movies, Gaming, and other related media types moving to the cloud for improved usability and accessibility. This is particularly true for services such as video surveillance, video-on-demand (VOD), and live video broadcasting.

However, traditional solutions cannot keep pace with such rapid demand. It has created much urgency for the use of efficient and low-cost technologies; and cloud technology has become an inevitable trend in the multimedia industry.

Let’s go through how it benefited Netflix; It took seven years to Netflix to complete the migration to the cloud. In 2016, the last remaining data centers were shut down by the streaming service. The new cloud infrastructure was in its place to run all of the Netflix computing and storage requirements, from client space to recommendation algorithms.

Migration enhanced Netflix’s scalability and service availability and the speed at which the company could publish new content, features, interfaces, and interactions. This also freed up the ability of engineers, reduced the streaming cost and drastically improved availability; and added the skills and expertise of AWS.

This gives them more freedom to test new features and improve existing features, such as a row of customized content suggestions every day.

Moreover, “the other thing is that the cost model is nice for us,” added Hahn. “You pay for what you use. That allows us to do a lot of experimentations.”

“These large recommendation methods require a lot of computational work,” Hahn explained. “If I want to find out if the new one we play with is better, I don’t want to turn off the old because you need more suggestions.

Moreover “these large recommendation algorithms require a lot of computing work,” Hahn explained. “If I want to find out if a new one we’re playing with does better; I don’t want to turn off the old one, because you still need recommendations.


Moreover, Cloud computing has the ability to keep speed with the pace of innovation and has removed the barriers of time, distance; and storage space to create endless possibilities for the global multimedia industry. It is now possible for multimedia companies to build an efficient ecosystem without dedicated infrastructure or large capital expenditures; while also accelerating time to market.

Of course, these companies need to assess their position in the digital supply chain and how they can make the best use of cloud computing to enhance and improve their service-oriented architecture.

Cloud Evangelist
Cloud Evangelist
Cloud Evangelists are CMI's in house ambassadors for the entire Cloud ecosystem. They are responsible for propagating the doctrine of cloud computing and help community members make informed decisions.


Cloud Management