iWorld
The Walt Disney Co’s Q4 gains: IPL boosts Disney+Hotstar subs
KOLKATA: It has been only one year since Disney+ entered the streaming war but the growth has been phenomenal. The streaming service from The Walt Disney Company (Disney) has reached 73.7 million subscribers as of 3 October. Disney+Hotstar has pushed the growth contributing around 25 per cent of the global subscribers which effectively makes for around 19 million subscribers.
“Disney+ ended Q4 with 73.7 million paid subscribers or an increase of over 16 million subscribers versus Q3. Disney+ Hotstar subscriber additions were the largest contributor to this increase, driven by the start of the delayed IPL season. Disney+ Hotstar subscribers now account for a little over a quarter of our global subscriber base. Disney+ overall ARPU this quarter was $4.52. However, excluding Disney+ Hotstar, it was $5.30,” Disney senior executive vice president and chief financial officer Christine McCarthy said in an earnings call.
This means that Disney+Hotstar’s ARPU is at about 78 cents or around Rs 58.
Disney+ entered India coupling with its existing service Hotstar, which the mouse house took over as a part of its Twenty First Century Fox acquisition in April. The rebranded service Disney+Hotstar has signed up around 19 million subscribers in six months which is no small feat, especially in a crowded market like India.
Originally, Disney planned the launch in March with the beginning of IPL 2020. Unfortunately, the Covid2019 crisis forced the company to change the plan. Although it could not exploit the unparalleled popularity of IPL at its launch, it is reaping the benefits now. Moreover, the timing of launch may have also worked in its favour as the lockdown has massively boosted the OTT ecosystem.
Disney+Hotstar contributed around 15 per cent of Disney+ overall subscriber base in Q3. The service can grow its base faster as it has expanded its footprint to Indonesia in September. The company also announced its debut in Singapore on 1 November
The giant media conglomerate is gradually focusing more on direct-to-consumer (DTC) business making up for its late entry in the game. “We are going to continue to ramp up our investment in DTC and we will be heavily tilting the scale from our linear networks over to our DTC business as we see it as a primary catalyst for growth,” Disney CEO Bob Chapek commented.
Disney’s direct-to-consumer and international segment revenue grew 41 per cent to $4.9 billion in Q4, while segment operating loss declined from $751 million to $580 million, as a result of better results at Hulu and ESPN Plus.
“The real bright spot has been our direct-to-consumer business, which is key to the future of our company, and on this anniversary of the launch of Disney+ we’re pleased to report that, as of the end of the fourth quarter, the service had more than 73 million paid subscribers – far surpassing our expectations in just its first year,” Chapek said.
iWorld
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
