Disney+ Hotstar targets entire pyramid through its offerings
MUMBAI: Disney+ Hotstar, which already accounts for eight million of Disney+’s 50 million paid subscribers, is targeting the entire pyramid and not just the top end of the pyramid.
Disney+ Hotstar has three distinct offerings – Disney+ Hotstar VIP for Rs. 399 for a year, Disney+ Hotstar Premium for Rs 1499 for a year and an ad-supported basic tier are available. Subscribers of Disney+ Hotstar Premium receive all the benefits of Disney+ Hotstar VIP, with the addition of access to English language content and 29 Disney+ Originals.
Speaking to TelevisionPost.com, a company spokesperson said that the pricing logic is to go for the entire pyramid. “Our strategy for Disney+ Hotstar is to go for the entire pyramid, and not just top of the pyramid, in order to unlock the power of the entire country. We have three distinct offerings – Disney+ Hotstar VIP, Disney+ Hotstar Premium and an ad-supported basic tier, offering consumers an abundance of choice.”
The spokesperson added that the company knows that affordable pricing is the key for subscription-based services to work, in particular in price-sensitive markets like India. “Hence we set our pricing at the most competitive in the market; we are confident that with such affordable entry points, consumers will find Disney+ Hotstar appealing. Overtime it will shape and grow the entire SVOD industry into a sustainable and robust sector.”
Proposition for free users: The spokesperson noted that users who don’t want to opt for a subscription-based model continue to enjoy a large library of high-quality free content, such as daily catch-up TV shows in 8 Indian languages, a vast library of blockbuster movies and LIVE and on-demand news in 8 languages. “Our AVOD service is our first handshake with hundreds of millions of users.”
Vision for Disney+ Hotstar: The spokesperson noted that Star has led the evolution of pay television in India over the last 25 years. “We have delivered high-quality impactful stories for India that have not only entertained but also shaped attitudes and beliefs. And with the launch of Disney+ Hotstar, we find ourselves on the cusp of ushering a new era for premium video streaming in India.”
Why a bundled offering? The spokesperson explains that combining Disney+ with Hotstar will make for a unique offering to reign the premium video streaming industry. “Unlike other international markets, where Disney+ has been launched as an independent service, in India, we have launched Disney+ through Hotstar.
“It brings two powerful brands, Disney and Hotstar, together. With the magic of Disney’s storytelling and the scale and technological expertise of Hotstar, consumers will be able to enjoy an unparalleled video streaming experience for an offering of unprecedented size, unmatched by any other player in the country.”
Content offering: First and foremost, the spokesperson said it is all about high-quality Impactful content.
“Disney+ Hotstar offers an unmatched entertainment experience for families; from the world’s best superhero movies, unrivalled animated films, all the beloved kids programming to Bollywood blockbusters, exclusive Hotstar Specials shows, unlimited LIVE sporting action, and much more. The content covers all categories, that is unmatched in depth and range by any Indian or global entertainment service. It is an offering not only aims to entertain but also to deeper our emotional connect with the audiences, and hopefully to offer them some moments of respite during these difficult times.”
India is embracing the digital economy: The spokesperson said that Hotstar provides a case in point in consumers’ rapid adoption to digital. “Hotstar mobile app has notched 400 Mn+ downloads, making it one of the most in-demand apps in India and among the most downloaded OTT apps globally.”