iWorld
Hotstar and Akamai renew web streaming partnership
NEW DELHI: Video streaming platform Hotstar and content delivery network Akamai Technologies Inc. today announced the renewal of their partnership to support Hotstar in delivering live sports content and the expected surge in viewership with the help of Akamai’s Intelligent Platform.
Hotstar which was launched in February last year claims 65 million downloads and a content portfolio that covers local and international drama, movies and sports. Live sports in particular has seen a huge surge in viewership on Hotstar, especially as audiences turn to mobile as the primary screen for cricket updates and streaming.
The partnership between Hotstar and Akamai announced in Bangalore plans for an expected surge in viewership over the next 18 months especially in light of the 2016 ICC World Twenty20 tournament in India, which saw a peak of 1.55 million concurrent video streams, and an average concurrency close to 350,000. The peak traffic for this event almost doubled from 655 Gbps in 2015 to 1.3 Tbps this year, highlighting the growing demand for live streaming online, across devices.
Star and Hotstar delivered more than 23 million hours of live sporting video over the course of the T20 World Cup with the help of Akamai’s Media Delivery Solutions. The two companies are currently working to deliver the 2016 season of the Indian Premier League, which has also seen a surge in viewership over the last 2 years.
“The Internet has become an important source for accessing global sporting events, and Akamai has consistently helped deliver events of scale around the world. Hotstar is a valued partner for Akamai and one that is consistently setting new benchmarks in video streaming and live sports consumption in particular. We are extremely proud of this successful partnership,” said Akamai Technologies Vice President, Media, APJ Parimal Pandya.
“Since the launch of Hotstar in February 2015, we have seen a 10x increase in online viewership for sporting events. Planning for concurrency in live sports is a big part of delivering an outstanding uninterrupted experience for our users and Akamai has been an instrumental partner in helping us scale numbers that are very rarely seen online globally,” said Hotstar CEO Ajit Mohan.
As Hotstar continues to develop and bring to market world class events, including movie premieres and live sports such as the ongoing Indian Premier League and the upcoming 2016 Summer Olympics in Rio, the two companies are working together to introduce new features and innovations on the video streaming front.
iWorld
Frodoh, Chaupal introduce non-intrusive first-screen ads for OTT platforms
New ad-tech layer unlocks revenue without interrupting OTT viewing
MUMBAI: Frodoh has partnered with regional OTT platform Chaupal to roll out what it calls an industry-first “first-screen” monetisation framework, aimed at helping subscription-led streaming services generate additional revenue without interrupting content viewing.
The new model focuses on connected TV home screens, introducing ad formats that sit within the discovery layer rather than the content itself. In simple terms, viewers may notice subtle brand placements while browsing, but once they hit play, the experience remains ad-free.
The technology is designed to tap into high-attention areas such as session depth, viewing intent and discovery behaviour, turning previously unused interface space into monetisable real estate. For OTT platforms, this opens up a fresh revenue stream without diluting the premium experience that subscribers expect.
Chaupal chief executive officer Sandeep Bansal said the move balances growth with user trust. “By partnering with Frodoh, we are introducing a sophisticated ‘first-screen’ monetisation layer that integrates seamlessly into our UI, ensuring discovery remains native and non-intrusive while keeping content consumption ad-free.”
From Frodoh’s side, the pitch is clear: expand the ad pie without cluttering the screen. Frodoh founder and chief executive officer Russhabh R Thakkar said the framework creates a new category of advertising by unlocking high-visibility home screen inventory that was previously untapped.
Industry watchers see this as part of a broader shift in OTT monetisation strategies, especially as subscription platforms look to diversify revenue without risking churn. With connected TV usage rising steadily, the home screen is quickly becoming the next battleground for attention.
If the model scales, this partnership could signal a subtle but significant shift in how OTT platforms monetise, proving that sometimes, the most valuable ad space is the one you see before the show even begins.
