In the next few weeks and leading into the IPL, we will roll out that experience.
I think the Holy Grail for us is to bring the power of community experience first to cricket and then to other sports. Will you be doing the same for more sporting events including IPL this year? Hotstar is also doing tech innovations for sports, as you did with the Kabaddi World Cup in 3D VR.
#Cineplay hotstar tv
While TV shows and movies in English are ad free, cricket has ads because ads in between overs are not seen as disruptors. We are discovering that people showing up on digital-on-demand tend to be more affluent users because they are people with access to good data, so there is a natural targeting or segmentation that happens for advertisers. The India-England ODI recently saw almost 25 million users on the platform and we saw similar numbers for the T20 match. But for big cricket matches, we are starting to see scale almost comparable to television. The absolute scale of sports has been growing dramatically, but as a share it does not change much because the overall growth on the platform is pretty steep as well. Will traction for sports increase on Hotstar in comparison to movies and shows? We now make our local TV shows available only on premium even before they are broadcast on TV. Everything on premium is live and some properties like the Premier League are available only on premium. That’s what gave rise to the premium service which combines different propositions - the best of international content between HBO, Fox and Disney that is exclusively available on Hotstar and at the same time as the US and live sports. A year-and-a-half into the service, it was working well for us, but we had the opportunity to create a differentiated offering for more discerning users. Three years ago, to stream an hour of video was almost the same price as the entire cost of a DTH subscription with all channels. The reason to not charge subscription fee in the beginning was the awareness of our expensive data. Most of our content even today remains free.
#Cineplay hotstar free
It is a two-legged monster for us but we are building a business where there is an opportunity to grow free and premium. We have seen that consumption is mostly on the large screen through Apple TV and Chromecast, but we are pretty comfortable with the price. What traction are you seeing on the premium service? Is R199 the sweet spot or will you increase Hotstar’s current Thus, we have only done three originals - On Air with AIB, Cineplay and Tanhaiyaan. We have always been clear that we will use originals to invest in stories that are not being told at all or formats that have never been explored before and we will invest in them aggressively. The road to originals for us is dramatically different from any other streaming platform in the country. Originals in other parts of the world came about because the streaming platforms could not get hold of the best shows or movies in that market on time. Other players are betting big on original content.
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