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| Image credit Disney hotstar |
Hotstar, launched in February 2015 by Novi Digital Entertainment, a subsidiary of Star India, has emerged as one of the leading digital streaming platforms in India. It was strategically launched just before the 2015 ICC Cricket World Cup, setting a strong foundation by leveraging the massive viewership of cricket in India. With over 35,000 hours of content across 8 languages, including entertainment, movies, and sports, Hotstar quickly became a game changer in the Indian OTT (Over-The-Top) media space.
Objectives Behind Hotstar’s Launch
India’s internet infrastructure in 2015 was far from ideal, with average internet speeds being very low, especially in rural areas. Hotstar’s primary goal was to deliver a smooth video streaming experience even on slower networks, down to 50 kbps, allowing users to watch high-quality videos even on 2G. Furthermore, the app was designed to work on over 7,000 devices and screen sizes, making it highly accessible across diverse user bases.
The Untapped Mobile Market
At the time of its launch, mobile internet was rapidly expanding in India. According to surveys, over 78% of India's 152 million internet users accessed the web via mobile phones, with an average monthly spending of Rs. 235. This presented a huge opportunity for Hotstar to cater to this growing audience, offering high-quality content on the go. Star India anticipated that Hotstar would contribute around 20-25% of its overall revenue within four years of its launch, recognizing the platform’s potential in revolutionizing digital media consumption in India.
Innovative Strategy and Approach
YouTube was the dominant player in video streaming, but it fell short when it came to offering the latest TV shows and live sports content. Hotstar capitalized on this gap, offering both live sports and fresh entertainment content. The platform made a strong impact by streaming live cricket matches, including the ICC World Cup, and popular TV shows across its affiliated channels like Star Plus, Star Sports, and more.
Within 40 days of its launch, Hotstar garnered over 10 million downloads, setting records for a new app in India. It also capitalized on a growing trend toward digital advertising. While traditional TV had around 20,000 advertisers, digital platforms had over 500,000, and the digital advertising market was expected to grow by 37% in 2015. Hotstar opened the door for brands to tap into a valuable younger demographic, offering them the ability to consume content on their smartphones.
Hotstar’s Standout Features
Hotstar’s success is also attributed to its user-friendly features. Some of the most popular include:
1. Social Sharing: Users can easily share content with friends on Facebook and Twitter.
2. Free Movies: A variety of popular and classic films are available for free streaming.
3. Classic Shows: Hotstar offers all episodes of iconic Indian shows like Khichdi and Sarabhai vs. Sarabhai.
4. Extensive Channel Library: Shows from popular channels like Star Plus, Star World, Asianet, and Life OK are available on demand.
5. Offline Viewing: Users can download shows and movies to watch offline, enhancing accessibility.
6. Custom Playlists: Hotstar allows users to create personalized playlists to watch content later.
Key Achievements
Hotstar quickly outperformed established apps like Facebook, Instagram, and Twitter in terms of download speed, crossing the 1 million download mark within six days. It also achieved an impressive average viewing time of 24 minutes per user per day, showcasing its ability to engage users.
By 2015, Hotstar ranked 123rd in India on Alexa, with a global rank of 1997, and this ranking continues to improve. According to SimilarWeb, Hotstar receives nearly 30 million monthly visits, with users spending an average of six minutes on the site.
Hotstar’s ability to attract traffic from social media has been notable, with around 1.39% of total visits driven by successful campaigns on platforms like Facebook and Twitter. The platform also played a crucial role in boosting the reach of Star Sports, which saw a 21% increase in its audience from internet users alone.
Conclusion
Hotstar’s launch in 2015 marked the beginning of a new era in India’s digital media landscape. By combining innovative technology with high-quality content and a strategic focus on mobile users, Hotstar has grown to become India’s most popular streaming platform. Its accomplishments in the digital advertising space and ability to offer live sports, movies, and TV shows have made it a household name in entertainment. With continued growth and advancements, Hotstar is set to maintain its leading position in the Indian market for years to come.