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=7IhIKuRt

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/2020/08/14/planet.jpg?itok=9b5Fsqis
Planet Marathi OTT launches the first-ever Marathi pay per view 'Ticket Window'

KOLKATA: Planet Marathi OTT has launched the first-ever pay-per-view platform for Marathi Films. It has announced the launch of ‘the ticket window’, a select pay-per-view format of the movie experience! Yes, it is a first-ever OTT platform to enable the ‘first day - first show’ experience,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/aditya.jpg?itok=8uRhuDRb
IN10 Media Network launches rebranded EPIC ON

MUMBAI: Announced earlier this year, IN10 Media Network’s upgraded and reimagined OTT platform EPIC ON is set to go live on 15 August 2020 with a new look, exciting brand proposition, and a future ready vision for digital content consumption in the new decade.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/13/icc.jpg?itok=Und1pVrE
BEYOND THE BOUNDARY: ICC WOMEN'S T20 WORLD CUP 2020 DOCUMENTARY

Cricket fans get a chance to relive all the action, excitement, and emotion from the ICC Women’s T20 World Cup 2020 as Beyond the Boundary, a retrospective documentary, debuts worldwide on Netflix. The documentary celebrates the 17-day tournament, which saw the emergence of new heroes in the women’...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/13/loco.jpg?itok=zgfRqHQr
Pocket Aces’ Loco sees over 6x rise in daily active users

KOLKATA: With the lockdown accelerating the growth of India’s gaming market, the country’s leading game streaming and esports app, Loco, has witnessed a 6x growth in DAUs in the past month. The viewership increase has been driven by a growth in the number of active streamers on the platform,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/13/mx.jpg?itok=mKYk2L94
MX Player witnesses a big jump in consumption on its gaming platform

KOLKATA: Democratizing entertainment with offerings ranging from video streaming, original web series, live TV, audio streaming and gaming – MX Player has stayed true to its vision of providing Indian audiences with “Everytainment”.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/13/bb.jpg?itok=_Z_ySdko
Wanted to create prototype for digital media with 'Bandish Bandits': Anand Tiwari

Anand Tiwari, the man behind Love Per Square Foot is back with yet another directorial venture Bandish Bandits. Tiwari is a stage actor and director known for his roles in films like Kites, Udaan, Aisha, and Go Goa Gone.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/13/dm.jpg?itok=YZjmY9b8
English GEC becomes top gainer in Chrome DM week 31

English GEC genre has become the top gainer in week 31, 2020 of Chrome Data Analytics and Media data. The genre grew by 3.66 per cent. In this genre, Colors Infinity gained highest OTS with 39.9 per cent in the six metros market.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/12/gdlg4.jpg?itok=LOpSD6IQ
Hoichoi collaborates with JioFiber

KOLKATA: The Bengali OTT platform hoichoi is now available for JioFiber customers. JioFiber customers on Silver and above plans will have access to over 2000+ hours of Bengali movies, Original Series and a wide array of content through the hoichoi Platform on their Jio Set- Top Box. Additionally,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/13/twit.jpg?itok=0BH_NNZc
Here’s how you can control who replies to your Tweets with Twitter’s new conversation settings

NEW DELHI: Twitter is where people go to see and talk about what’s happening. But sometimes, unwanted replies make it hard to have meaningful conversations. The service has been working to give people more control over their conversations. To this end, Twitter has globally rolled out a new update...

iWorld Social Media

Sign up for our Newsletter

subscribe for latest stories

* indicates required