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Hotstar continues to be No. 1 video streaming app in H1 of 2017
MUMBAI: For the first half of this year, Hotstar continues to be in the No. 1 spot in terms of monthly active usage.
Star India’s video streaming app is thus ahead of JioTV and JioCinema from Reliance Jio Infocomm, according to data from app analytics firm App Annie Inc. While JioTV stood in the second place, JioCinema was ranked third.
Hotstar offers a free as well as a premium subscription service. It recently scaled up its premium subscription-based offering to maintain its dominance in India over global giants Amazon Prime Video and Netflix. After HBO, ABC and Fox shows, Hotstar bolstered its premium offering by bringing the US cable brand Showtime to the country through a deal with media conglomerate CBS.
Hotstar today is the biggest OTT platform in India offering sports and entertainment content in multiple languages. While most of its content is free, the OTT platform is building a subscription model around premium content like English shows, Hollywood movies, international sports and local content including Bollywood/regional films and Cineplay, which showcases classics and contemporary stories from the theatre world presented in a cinematic fashion. The premium service, priced Rs 199 a month, was rolled out in April 2016.
Voot and Amazon Prime Video occupied the fourth and fifth positions, the new data showed. There was no change in the pecking order of the top five video streaming apps compared to the last six months of 2016.
“Over the last two years, we have built a service that has both an intuitive user experience as well as a compelling content portfolio. Video streamers now see Hotstar as the default destination for the categories we play in today: TV shows, movies and sports. We see tremendous diversity in usage. Different streaming audiences are gravitating towards different parts of the Hotstar proposition,” Mint quoted Hotstar chief executive Ajit Mohan as saying.
SonyLiv moved up a stair to the sixth spot. TVFPlay from popular content creator The Viral Fever, Tata Sky Mobile, Netflix and OZee made up the other four in the top 10 list. Data from Android phones were collected for this ranking.
With prices of broadband dropping, OTT players have gained. “When consumers have access to affordable data, they will gravitate towards high quality services. As Hotstar, we are benefiting from this separation of the wheat from the chaff. Second, while there is an appearance of a proliferation of services in the OTT space, consumers are themselves quite discerning and are spending a disproportionate time only on a select few services. Third, our focus on technology and using technology to constantly raise the bar on experience is paying off,” the business daily quoted Mohan as saying.
As had been reported earlier by TelevisionPost.com, Hotstar garnered revenue of Rs 185.7 crore in FY16. Subscription revenue accounted for Rs 24.2 crore. More deals like the one with Showtime should certainly help the subscription revenue rise.