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Four years after its creation, Hotstar, owned by Disney, crossed 300 million active users per month . This is a 4x growth since the end of 2017 while the platform had about 75 million UAM .
Hotstar is the largest streaming video service in India. It far exceeds its global competitors such as Netflix and Amazon Prime Video. She holds the broadcast rights to some of the most popular entertainment properties of all genres, including Game of Thrones (whose eighth season was premiered this morning) and the Indian Premier League (one of the most watched sports leagues in the world) .
S addressing recently to Disney Global Investor Summit, Uday Shankar President of Walt Disney Company, Asia-Pacific and President of Star & Disney India Revealed Hotstar represents 40% of all long digital content consumed in India today.
This is the most used video platform in the country, even YouTube, which has about 265 million UAM.
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Uday Shankar President of Walt Disney Company Asia-Pacific and President of Star & Disney India
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Shankar explained:
"First of all, we were ahead of the time when everyone considered the India as a hidden data market, we anticipated the imminent evolution (cost of data, smartphone penetration and online video consumption) and built Hotstar.We have also maintained the mobile, and especially Android, in the center strategy and has created a high-quality and feature-rich application but also extremely light and agile. "
Hotstar currently hosts over 100.0 00 hours content on drama, movies, sports and news. Hotstar Specials – original programming developed by the platform Unlike Netflix and Amazon Prime Video, Hotstar runs on a freemium model which explains its huge user base, because tons of content can be viewed for free [19659002] In addition, there is a live cricket that drives Hotstar growth.
IPL 2018 attracted more than 700 million viewers on the STAR network, including 22% at Hotstar [19459005InfouryearsofIPLlivestreamingontheplatformthenumberofviewershasgonefrom 41 million (in 2015) to 110 million (in 2016) and from 130 million (in 2017) to 202. m illions (in 2018) . That's more than an increase of 55% in one year only.
In fact, IPL 2019 is expected to reach more than 300 million viewers on Hotstar.
Read also: The rise of sports streaming in India and the difference between live cricket and Hotstar
Shankar said,
"The success of our strategy [live sports] is obvious in the improvement of the performance of the IPL last season. Localization and creativity have also led us to develop a unique Indian sport, such as kabaddi which has already become the number two sport in India. "
In addition to the first-mover benefit, Hotstar – like most Internet services in India – has also benefited from the surge in online video consumption by [RelanceJio ]] As data prices fall, more and more Indians are stuck to their mobile screens, resulting in an explosion of OTT services over the past two years.
And this , according to Shankar, will continue. "In just two years, the use of per capita data has been multiplied by 12 thanks to video streaming. Today, an average Indian viewer is already spending two hours and a half on video every day. Over the next five years, it is planned to double at five hours a day, "he said.
Read also: How telecom partnerships boosted Netflix's growth Amazon Prime Video, ALTBalaji and others in India
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