iWorld
hoichoi to double spending on content, announces 20 new shows
Mumbai: The Bengali OTT platform hoichoi has bolstered its content library with as many as 20 new shows as it marked its fifth year in the streaming space. The streaming service brand recorded 2x growth in active monthly subscribers and now planning to double its investment in content to power the next phase of growth, it shared during the virtual event #HoichoiSeason5 held on Friday.
The go-to-market strategy will now rest on the pillars of content, tech and distribution, and expansion. “Since we only have a yearly subscription, it is very important for us to have high engagement on the platform. At (minimum) Rs 600 and Rs 900, it’s no way cheap to be on hoichoi, and hence we must continue to offer a great catalogue of films and shows on a regular basis for our premium users in order to drive subscription and engagement,” said hoichoi co-founder Vishnu Mohta.
hoichoi currently has over 80 originals and is eyeing to reach the target of 100 shows by the end of 2022. Going forward, the main focus will be to drive subscriptions by bolstering its content offering and expand in both Bengali and non-Bengali markets in India and globally, said the platform.
Content – Bengali/Dubbed Regional and Branded
Of the 12 world premiere films planned for next year, five titles will be led by noted directors such as Srijit Mukherji and Anjan Dutt, which will add to the existing catalogue of 600+ films.
Some of the originals revealed at Friday’s event include “Srikanto,” “Byomkesh 7,” “Mahabharat Murders,” “Eken Babu 5,” “Troilokkyo,” “Mandaar,” “Rudrabinar Obhishaap,” “Montu Pilot 2,” “Khyapar Shohor,” “Gora,” “Tiktiki,” “Swapan Kumar Obolomboney Bottolar Goyenda,” “Uttaran,” “Indu,” “Boli” (Bangladesh), “Karagar” (Bangladesh), “Sabrina” (Bangladesh), “Kaiser” (Bangladesh), and “Bodh” (Bangladesh).
The platform also announced that it has witnessed a 2X growth in its overall watch-time and monthly active streaming users as well as a 4X growth in viewership, not only in India but in Bangladesh as well. It has recorded 60 minutes of average daily watch-time among subscribers, with each user visiting the platform thrice every day on an average.
“We are overwhelmed with the response we have received for hoichoi in both the regional and as well as national OTT space in the span of past four years,” said co-founder Mahendra Soni. “hoichoi’s relevant and dynamic content has made it possible for us to build a diverse audience base, and as we step into the fifth year, the goal is to curate more remarkable content in collaboration with the best creators and talents of the industry.”
The platform’s monthly subscription numbers in Bangladesh have also doubled every month since last year. Buoyed by the success in the neighbouring country, it intends to produce at least seven to nine originals for the Bangladesh market in association with local talent.
While the pandemic-induced lockdown catapulted OTT platforms into accelerated growth, co-founder Vishnu Mohta believes the OTT culture began setting in among people for a few years now, and the pandemic only amplified it. “Since the pandemic surfaced, generally, people started getting accustomed to direct-to-digital releases along with the wide array of web series presented by the platforms. Post the lockdowns, OTT platforms have hardened their space in society. Therefore, this trend is here to stay. It will continue even in the post-pandemic world,” he said while talking to Indiantelevision.com ahead of the event.
For hoichoi, the growth was also led by its Hindi dubbed content, which has been very well-received on partner platforms, said Mohta. “In order to replicate this success across regional markets and establish a connect with Indian and global non-Bengali audience, the platform is now planning to dub its content in other languages like Tamil, Telugu, and Malayalam,” he added.
Running into its fifth year, hoichoi has also stepped up its branded content and launched a ‘Freemium’ service that allows users to watch ad-free shows without having to pay. So far, two shows have been released in collaboration with jewellery brands – Turu Love with Senco Gold & Diamonds and Subharambha with PC Chandra Jewellers. “While we stick to our strategy of offering ad-free content, we believe that branded content does not interrupt the viewing experience. Freemium section is primarily intended to cater to different brand needs while ensuring the content remains engaging and high-quality,” he added.
Expansion, distribution, and partnership
Running into its fifth year, one of the main focuses for hoichoi now is to drive more subscriptions on its platform through both direct subscription and subscription bundling partners. In India, besides its existing partnership with Jio Fibre for broadband subscription bundling, it has now partnered with Airtel as its preferred partner for mobility, broadband, and DTH bundling. There are other collaborations with ISP players like Alliance, Wishnet, Meghbela in India, and Link3 and Grameenphone and Sohoj in Malaysia.
In 2022, the brand aims to have more such subscription bundling partners across telecom, ISPs, e-commerce, and DTH services.
In order to reach out to tier 2 and 3 towns, hoichoi has also recently entered the retail vertical to enable subscription through offline payment mode where users can simply visit a local partner store and purchase a subscription by paying in cash. Sohoj and Paynearby are some of the current retail partners. Tie-ups with over 500 retail stores in both India and Bangladesh are planned for the next six months.
At present, at least 40 per cent of hoichoi’s direct subscription revenue is contributed by the international market. With an aim to deepen its presence among the large Bengali population in South-Asian countries like Malaysia and Singapore and the middle-east, hoichoi is looking to partner with key telecom operators in the region. The launch of sachet pricing for both these markets is also on the anvil.
Additionally, it will be launching digital gift cards offering special pricing plans for this Durga Puja across many countries like the US, UK, Australia, Singapore, and the Middle East. Mohta shares that as part of the recurring payment ecosystem that exists in most international markets, hoichoi subscription charges hover at nine dollars per month.
Technology
On the tech front, hoichoi will soon be available with a new interface displaying added features such as content description, trailer auto-play feature on the content details page, new and improved search layout functionality, Hamburger Menu Navigation, and new signup, streaming player, and login page.
iWorld
Netflix cuts jobs in product division amid restructuring
Layoffs hit creative studio unit as leadership and strategy shifts unfold.
MUMBAI: The streaming wars may be fought on screen, but the latest plot twist is unfolding behind the scenes. Netflix has reportedly begun laying off several dozen employees from its product division as part of an internal reorganisation, according to a report by Variety. The cuts are believed to have primarily affected the company’s creative studio unit, which works on marketing assets such as in app trailers, promotional visuals and live experience content for the streaming platform.
The company has not disclosed the exact number of employees impacted.
According to the report, the layoffs were not tied to employee performance. Instead, the restructuring eliminated certain roles while other employees were reassigned to different teams within the organisation.
The roles affected are understood to include designers, producers and creative specialists responsible for marketing and brand experience initiatives.
The job cuts come as Netflix adjusts its leadership structure and reshapes its product and creative teams. Last month, Elizabeth Stone was promoted from chief technology officer to chief product and technology officer, giving her oversight of product, engineering and data operations across the company.
Earlier, in December 2025, Netflix also appointed Martin Rose as head of creative for global brand and partnerships, a move seen as part of a broader restructuring of the company’s brand and product functions.
Despite the layoffs, Netflix remains one of the largest employers in the streaming sector. The company is estimated to employ around 16,000 people globally, with roughly 70 percent of its workforce based in the United States and Canada. In 2023, the company reported approximately 13,000 employees, indicating that its headcount had grown significantly before the latest restructuring.
The workforce changes arrive at a time when Netflix is navigating a shifting financial and strategic landscape in the global entertainment industry.
The streaming giant recently secured $2.8 billion in additional cash after receiving a breakup fee from Paramount Skydance following its withdrawal from a deal involving Warner Bros. Discovery.
Speaking to Bloomberg, Netflix co chief executive Ted Sarandos explained that the company had evaluated multiple scenarios during the negotiations but chose not to match the competing offer once it learned that a higher bid had been submitted.
Netflix had capped its offer at $27.75 per share and ultimately stepped back rather than pursue Paramount’s $111 billion acquisition deal, which included a personal guarantee.
Sarandos also cautioned that the financing structure behind the Paramount Skydance transaction could have ripple effects across the entertainment industry.
According to him, the debt heavy deal could trigger significant cost cutting, with David Ellison, chief executive of Paramount Skydance, expected to eliminate about $16 billion in costs and potentially cut thousands of jobs as part of the integration process.
For Netflix, the current restructuring appears to be part of a broader attempt to streamline operations while continuing to invest in product, technology and global content even as the streaming industry enters a new phase of consolidation and financial discipline.
