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

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/15/uday.jpg?itok=14ddrXda

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

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/facebook.jpg?itok=DgIQC_ju
Facebook unable to monitor content in all languages

Amid the flood of various new languages, Facebook Inc is struggling to monitor content, according to a Reuters report.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/eros.jpg?itok=nbzMue3I
Eros International’s Andhadhun has grossed Over $43 million in china

Eros International Plc (NYSE: EROS) (“Eros” or “the Company”), a Global Indian Entertainment Company, today announced that Andhadhun, an engaging thriller starring Tabu, Ayushmann Khurrana and Radhika Apte, has collected over $43 million since its initial release in China earlier this month.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/jio.jpg?itok=zT49vVZ2
Jio GigaFiber to offer broadband, landline, TV services for Rs 600

The upcoming disruptor in the wired broadband sector, Reliance Jio GigaFiber is expected to enter the market with a combination of broadband, landline, TV services priced at Rs 600 per month.

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/modi.jpg?itok=k0ZLp2iV
EC orders Eros Now to stop streaming Narendra Modi biopic

The Election Commission of India directed Eros Now, that produced a five-part series about India’s PM Narendra Modi-- Modi: Journey of a Common Man, to stop streaming from it on the platform as it could give the political party, BJP, an unjust advantage in the general elections.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/vodafone.jpg?itok=KRlA5JEc
Vodafone Idea and Sonyliv partner to bring premium content to customers

Vodafone Idea Limited (“Vodafone Idea”), one of the leading telecom service provider in India, today announced a partnership with SonyLIV, a premium video on demand service by Sony Pictures Networks India Private Limited, providing multi-screen engagement to users.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/MPS.jpg?itok=rCN1LKjE
MPA analysis: online video revenue to double in APAC between 2019 and 2024, redefining the future of tv

The Asia Pacific online video market will double in size over the next five years, according to analysis released today by Media Partners Asia (MPA), as the explosion of screens and smart devices, driven by mobile broadband connectivity, drives digital growth and scalability across the region.

iWorld Video On Demand
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/shemaroo.jpg?itok=qpt5Yz0U
ShemarooMe app now available on Amazon Fire TV Stick

Shemaroo Entertainment Limited’s over-the-top (OTT) platform ShemarooMe, is now available on the Amazon Fire TV Stick with Alexa Voice Remote.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/manish%27.jpg?itok=4k9rnRgb
Twitter appoints Manish Maheshwari as India MD

Twitter announced today that it has appointed Manish Maheshwari as managing director for India.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/tick.jpg?itok=P3CqYAM9
OTT platforms taste success in adapted content

The enthusiasm around Hotstar Special Criminal Justice was noticeable on social media platforms since it started streaming on the platform from 5 April. From well-known faces in Bollywood fraternity to mass audience, the Indian adaptation of the British TV series has been appreciated by different...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories