iWorld
Hotstar, powered by Akamai, establishes high online viewership during India-England series
MUMBAI: Hotstar, one of India’s leading premium video streaming platform, leveraged Akamai Technologies, Inc., a global leader in content delivery network (CDN) services, to establish several new online viewership records on its platform for live sporting events during the recently concluded India-England series. On the second One-Day International (ODI) held on the 19thof January, more than 25 million users watched the match on the platform, accounting for a majority of the Internet traffic from India on that day. The viewership peaked at more than 3 million concurrent viewers on the platform during the final T20 match of the England series, establishing a new high in the Asia Pacific region.
India’s emergence as the world’s second largest smartphone market[2] is reflected in the dramatic growth in traffic witnessed by Hotstar, backed by Akamai’s Intelligent Platform, which saw more than 75 percent of viewers streaming the match from mobile networks.
Hotstar, an Akamai customer since its launch in February 2015, delivers millions of hours of sporting and general entertainment content backed by Akamai’s Media Delivery Solutions every week.
“We are seeing dramatic growth in our viewership every month, including in cricket. As millions of new users embrace Hotstar as a way of life, the platform is seeing new highs in sports viewership as well. As data costs fall dramatically, and users increasingly look to their mobile as the primary screen, we are starting to see the emergence of Hotstar as the primary destination in cities with more than a million in population. This trend will accelerate in the next few months, especially during IPL, and we rely on Akamai’s solutions to ensure that we are able to scale in line with this vertical growth in demand,” said Ajit Mohan, CEO, Hotstar.
“Globally, the smartphone is becoming a key instrument to viewing live sporting events. We saw a significant majority of users accessing content via mobile for this ODI between India and England, making it the largest audience for a sporting event on the Akamai Platform, in Asia. Hotstar is truly leading the change in this paradigm shift in India, and we are proud to partner with Hotstar to bring new features and innovations to provide an unparalleled end user experience,” said Parimal Pandya, Vice President, Media, APJ, Akamai Technologies.
As the Internet becomes faster and more accessible in India, brands can expect app downloads and usage to surge. Per a recently released App Annie report[3], Android users in India spent close to 150 billion hours on apps in 2016, leading app usage in the world. Indian users also downloaded apps over six billion times, surpassing America, the previous world leader.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
