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://www.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://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/sachin.jpg?itok=tzqdFe5S
Sachin, Sehwag to open for India again

MUMBAI: Master Blaster Sachin Tendulkar, one of the most fearsome opening batsman of all time Virender Sehwag, the legendary West Indian Brian Lara, lethal Aussie speedster Bret Lee, one of Sri Lanka’s most stylish and dependable batsman of all time Tillakaratne Dilshan and the one and only, who...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/sacred-games-2.jpg?itok=Uod5pUBv
Netflix’s mobile-only plan in India exceeds expectations; to help invest more in content

Netflix has bounced back in its Q3 2019 financials by posting revenue of $5.245 billion, which was almost in line with analysts’ prediction of $5.25 billion and was up by 31 per cent y-o-y. While the expected earnings per share were $1.04, Netflix boosted that by delivering $1.47. This is almost...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/1.jpg?itok=upOxDFu0
Ali Hussein promoted to CEO at Eros Now

MUMBAI: Ali Hussein has been elevated to the post of chief executive officer (CEO) at Eros Now, the digital arm of Eros International PLC. Hussein joined the organisation as chief operating officer in 2018. His experience spans over 15 years in the media entertainment and digital space. Ali has...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/zee5.jpg?itok=u_rdJ2L2
ZEE5 and Wework host discussion on changing landscape of the digital world

MUMBAI: Addressingthe rapidly evolving digital ecosystem in India, ZEE5 India and WeWork India today co-created an evening of discussions on the Changing Landscape of the Digital World.Tarun Katial, CEO – ZEE5 India, India’s fastest growing ConTech brand, and Ryan Bennett, CWeO of WeWork India,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/shemaroo.jpg?itok=atyubwGc
ShemarooMe’s platform design gets recognized at ‘India’s Best Design Awards 2019’

MUMBAI: Shemaroo’s video-streaming OTT platform- ShemarooMe's design has bagged India’s Best Design Project 2019 award at the recently concluded ‘India’s Best Design Awards 2019’ organized by Indi Pool for the work done by Fractal Ink Design Studio on its user interface and experience. The award is...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/rohit.jpg?itok=id4qqfpn
VICE Media Group taps Rohit Tugnait as Commercial Director, India

MUMBAI: VICE Media Group, the world’s largest independent youth media company, is pleased to announce the appointment of senior media executive Rohit Tugnait as Commercial Director for its India territory.  Tugnait will lead the commercial teams based in Mumbai, Bangalore and Delhi and will be...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/miceo.jpg?itok=E1AeDTO_
Microscan launches Internet Service in Aurangabad

MUMBAI: Internet Service Provider Microscan Infocommtech has launched its services in Aurangabad. Microscan has joined hands with Elixir Telelinks to increase its reach and offer premium Internet Services in the city. This partnership plays to both partner’s individual strengths in which the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/one.jpg?itok=Caid9fQo
ONEOTT Intertainment Limited wins TelecomLead.com Innovation Leaders award 2019

Mumbai: OneOTTIntertainment Limited (OIL), was awarded the 2019 Innovation leaders award by Telecomlead.com. OIL won this prestigious award for adopting innovative steps for expanding broadband connectivity to under connected population in urban locations, like –connectivity of 50 Hotspots in...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/pft.jpg?itok=F3_pT6t-
Prime Focus Technologies selected as event coverage partner for L’Oréal Professionnel’s Indian Hairdressing Awards 2018-19

MUMBAI: Prime Focus Technologies (PFT) announced that its video agency, PFT Brands was selected by L’Oréal Professionnel as the official event coverage partner for the prestigious Indian Hairdressing Awards (IHA) 2018-19. IHA was launched as a platform to recognize excellence in not only the art,...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories