Why

Hotstar?
 Sony Liv

JIO TV
Hungama NETFLIX
Myplex Amazon Prime
TVF! Triple Play
ARRE

2013
YUPP TV
VIU
EROS Now Asianet

2014
HOOQ Voot
Airtel TV
MUVIZZ Alt Balaji
Hoichoi

2015
SunNXT

2016
ZEE 5

2018
OTT Players
Timeline
10/2/20 2
• Launched in Feb 2015 by Star India, rebranded as Disney + Hotstar on 3 rd April 2020
as Star, and in turn Hotstar, were acquired by The Walt Disney Company in 2019

• Mission:
To revolutionize the Indian internet entertainment
through smart personalization, and by building a global
video platform - talk about taking over the world wide
web and the whole wide world.

• USP :
IPL rights, live sports coverage (cricket, football, hockey
kabaddi) to cater to Indian needs. All Disney and marvel
movie added to their kitty.

• Model
Free Ad supported model and two subscription-based
tiers. Hotstar VIP as 399/year and premium at 1499/year
• Hotstar has around 8 million paying subscribers in
India
• 300 million monthly users in April 2020
Source: https://tinyurl.com/y3kdzkka
 Hotstar: STP Analysis
Segmentation :
• With not many OTT players, Hotstar started of as a sports
broadcasting medium and soon diversified into original content
and movie streaming channel.

Targeting:
• Hotstar targets all the audience who own a smartphones, Tablets
or laptops and are interested in streaming original content and
movies.
• With the recent partnering with Disney, the target segment has
improved as a lot of Disney and marvel shows will be streaming
on the App.

Positioning:
• The “ Go solo” campaign positioned Hotstar as a platform
where any one who wanted to watch anything could find it here
and could watch it.
 Threat of New Entrants: Threat of Substitutes: High
Very Low Television and cinema still
Internet penetration was formed the main source of
steadily increasing and entertainment for the masses
preference for on-demand owing to a lack of smartphone
streaming platforms. penetration and relatively
Low infrastructure cost. expensive data connection

Competitive Rivalry: Low

Not many players present in the
industry. Only Sony Liv was a
reputed player present in the
space Porter’s 5 Forces
Bargaining Power of Bargaining Power of Buyers: Analysis for OTT
Suppliers: Low
Content creators and online
Low
Consumers were restricted by platforms (2015)
distributors had limited the lack of options in the OTT
players to supply their space but had free
content to in the OTT space entertainment options like
YouTube
Source: https://tinyurl.com/y2go3n9r

“There weren't many

platforms available to Indian
consumers offering high-
quality, curated content
besides, say, YouTube”
Marketing Mix Promotion
Fierce marketing campaigns on
Star India & social media
Traditional marketing - print
campaign & advertising

Product Place
Most local, diversified content Streaming services - No
which attracts all ages, popular physical space required
shows from Star Plus and (Web and Mobile platforms)
Hotstar specials

Process Physical evidence

Smooth navigation, MARKET Only physical evidence -
efficient search tool, less MIX bills of customers paid via
fancy interface is appealing various digital measures
to customers

Price People
Penetration pricing, premium
Not much engagement on social media
subscription with
platforms to interact with customers
Disney+Hotstar - Rs 299 for a
month, Rs 1499 for 12 months
Differentiation
 Investments & Subscribers

Source:
https://www.statista.com/statistics/1028166/india-hotstar-unique-visitors-number/
Changes in Viewers percentage
IPL Season

Big Boss FIFA WC

 Brand Resonance Model for Hotstar?
Pre COVID

Loyal Community Base of Star Sports Loyal

ty,
formed the major part of Hotstar Members Enga
gem
Resonance
ent

Serials airing on STAR Channel & Live Good Fun,

value, Enriching,
Streams & Highlights / Short Clips of sports Minimal Entertaining
like Cricket, Football, Kabbadi & Formula1 Ads
with minimal Ads Judgement Feelings
Effective, Pioneer in Live
Free plans available with a delay of 5 Low Prices, Sports,
minutes, High Quality Content available in Convenient High Quality,
Local Touch
numerous Local Languages
Performance Imagery

An affordable convenient platform to stream

sports/serials & a limited number of Original Shows in
High Quality

Salience
Marketing Management 13
Background
• Hotstar which was owned by Star India was a part of the
21st Century Fox
• It was acquired by Walt Disney in 2019
• In March 2020 Hotstar was rebranded as Disney+ Hotstar
• This led to the inclusion of Disney Plus original content
along with hundreds of other movies and series, including
shows from HBO, Fox, and Showtime in Hotstar.
• This also led to an increase in the price of Subscription
plans for Hotstar
 Brand Resonance Model for Disney+Hotstar?
Now

Loyal Community Base is now not only of Loyal

ty,
Sports lovers but also Movie / TV Show fans Enga
gem
Resonance
ent

Variety of content from Disney’s Portfolio Premium, Fun,

like Marvels Movies, Star Wars etc and Movie Enriching,
latest movie releases like Dil Bechara & Releases Entertaining

Sadak 2 Judgement Feelings

High Prices, Easy to use,
It is now a premium streaming service with Variety High Quality,
the content available in all the local Effective, Local Touch,
Convenient, Curated Content
languages, easy to use application & good
recommendations as per user preference Performance Imagery

A premium platform which has a plethora of shows &

movies along with Sports and a great user interface

Salience
Marketing Management 15
 Perception of OTT Platforms

Inferences from the Perceptual Map

• Hotstar is perceived as a platform which caters to the

Indian content need.
• Considered highly affordable as it comes with 2 tier
subscription model based on type of content you need
• Prime Videos and Netflix are still the leaders in terms
of public’s eye about the quality and originality in
content.

Perceptual Map
 Market Share in terms of No. of Subscribers

● Hotstar being the most subscribed OTT platform of

the year 2020, with 29% of market share.

● Being highly affordable as compare to other OTT

Platforms, it also increased it reach by getting along
with JIO.

● Getting the IPL rights also helped them in getting

huge share in India, seeing the popularity of cricket
in our country.

Sources: https://www.businessinsider.in/tech/apps/news/netflix-launches-hindi-user-interface-in-india-two-years-after-amazon-prime-video/articleshow/77414233.cms
https://en.wikipedia.org/wiki/Over-the-top_media_service_in_India#:~:text=According%20to%20KPMG%20Media%20and,biggest%20market%20after%20the%20US.
 Market Share in terms of Revenue

Netflix and Amazon with superior content and higher pricing models get a larger share in terms of revenue

https://www.statista.com/statistics/1028166/india-OTT-revenue-share/
The future looks bright for Hotstar!