iWorld

Hotstar races past 300 mn MAUs; Uday Shankar tells Disney investors how Star did it

Uday Shankar said India is now ready for a subscription push

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/15/uday.jpg?itok=0zbsXYRi

MUMBAI: The Walt Disney Company Asia Pacific president and chairman Star and Disney India Uday Shankar made quite a splash at the company’s Investor Day last week in Burbank. Shankar, in his presentation to Disney’s investors, introduced Star’s streaming service Hotstar, delving into the strategy that powered the OTT platform to its numero uno status.

While the senior executive also highlighted Star Network’s power and reach in India, the key focus of his presentation at the first Investor Day conference post Disney’s acquisition of 21st Century Fox was the company’s crown jewel – Hotstar.

Shankar stated that Hotstar had recently broken the 300 million monthly active user (MAU) mark, an extremely significant revelation.

“Hotstar has just broken the mark of 300 million monthly active users. That makes it one of the largest video platforms in the world,” he said emphatically.

Shankar then touched upon the strategy and vision of the company that helped Hotstar to get to where it is today.

“First and foremost, we were ahead of the curve. When everybody was dismissing India as a data dark market, we anticipated the impending shifts and built Hotstar. We also kept mobile and Android in particular at the centre of our strategy, and created an app that was high quality, feature rich and also light and nimble,” Shankar stated.

He pointed out that Star’s linear TV programming was made available on Hotstar almost simultaneously.

Today, Hotstar accounts for 40 per cent of all long-form digital video consumed in India. The video streaming app is home to over 100,000 hours of drama, movies, sports and news content.

“Given the large Indian population, we built Hotstar for scale and focused on creating a scaled advertising platform too rather than focusing only on the nascent subscription market,” he explained.

Powered by the success of Hotstar, Star today captures nearly 30 per cent of all digital video advertising. The company has focussed a great deal on viewer engagement. It now aims to push for even deeper engagement.

“Hotstar is arguably more advanced in engagement initiatives than any other service in India. These include gamification of content, a social experience around video and even allowing in-app transactions now. As a result, an active viewer spends 2.7 times more time on video than a passive viewer,” Shankar said.

He now believes that the Indian market is ready for a subscription push. The company is on the path to use Hotstar’s massive scale as an AVOD platform to establish compelling SVOD service for its top-end consumers.

“This is driven by premium content and an easy transaction experience. It is satisfying to see what we have created so far. However, we realise the potential of this amazing market is infinitely more. Using our deep technology bench, our intellectual property and our understanding of the Indian consumer, we have created one of the most exciting video platforms in the world that will redefine the future of delivery and consumption,” Shankar concluded.
 

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/Airtel-Bharti%20Airtel.jpg?itok=lEUbfoXc
Bharti Airtel to raise up to $3 billion

The board of directors of telecom player Bharti Airtel Ltd approved the telecom operator’s proposal to raise up to $3 billion in account of the issue of overdue fees it owes the government.

iWorld Telecom
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/Netflix.jpg?itok=6gUsjdMn
Netflix available in more than 300 mn pay-TV households

MUMBAI: A new report from UK research firm Ampere Analysis has said that Netflix is available in more than 300 million pay-TV households. It also added that more than 50 million of those have come during 2019. The reach through Pay TV partnerships is almost double the company's current global...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/04/digital-media.jpg?itok=57evATmW
Esports, streaming wars, shopvertising to dominate digital media trends in 2020

Technology will continue to disrupt and reshape the digital media industry in 2020, presenting new opportunities and challenges for advertisers and media owners. While digital media will continue to grow globally, the coming of new technologies, platforms and digital touch points will force...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/tvf.jpg?itok=8LU2Lrwd
TVF launches new series ‘Cubicles’ in association with DSP Mutual Fund

MUMBAI: Walking its talk to launch new innovative shows, pioneers in digital content and entertainment, The Viral Fever along with leading asset management company, DSP Investment Managers Private Limited is all set to add a new original to its repertoire with the release of TVF Originals ‘Cubicles...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/jio.jpg?itok=Gx0G0YDu
Jiocinema to bring Sun NXT’s South Indian blockbuster catalogue to Jio users

MUMBAI: JioCinema, the on-demand video platform yet again surprises millions of Jio users, especially the South Indian Movie Buffs! In association with Sun NXT, the online video streaming platform from Sun TV Network, JioCinema will present the best of south Indian movie catalogue to Jio users...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/shemaroo.jpg?itok=KIDIlh0c
Shemaroo Filmi Gaane hits the record-breaking mark of 30million subscriber base

MUMBAI: Another feather added to the cap of India’s leading content powerhouse Shemaroo Entertainment. Its leading YouTube channel Shemaroo Filmi Gaane hits an outstanding mark of 30 million subscriber base. Shemaroo Filmi Gaane YouTube channel is the 5th most subscribed channel in India and...

iWorld Social Media
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/03/1.jpg?itok=1COFNGrr
Continuously launching content targeted at different taste clusters ensures good retention: ZEE5's Aparna Acharekar

Among the home-grown over-the-top platforms, ZEE5 has shown most aggression in creating its original content library. As a part of its content strategy for the upcoming year, franchises will play a key role along with a line-up of nearly 20 original films.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/02/vmate.jpg?itok=3GllsZLj
VMate to incubate 1 lakh video creators from Bihar

MUMBAI: VMate, a trending short video platform, organized a 3-day bus tour for creators meet in Bihar covering Muzzafarpur & Patna to announce its focus on the state for incubating around 1 lakh talented video creators. During the creators meet, the top 12 VMate creators who are earning more...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/02/Akamai.jpg?itok=qpw0pPlu
Preventing content piracy in the cloud era

Sacred Games Season 2, an original Indian series by Netflix, ended up being one of the many victims of rampant content piracy in India. The series was available on illicit websites and other digital mediums on the internet even before the original content was made available.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories