Hotstar Marketing Strategy – Marketing Strategy of Hotstar: Novi Digital Entertainment Private Limited, a subsidiary of Star India Private Limited is the owner of the video streaming platform that offers content in 8 languages. Hotstar currently hosts 1 00,000.00 hours of television content, entertainment programs, and live matches.
The platform offers high-quality video streaming across multiple devices and platforms, which attracts Over-the-Top (OTT) video, consumers. The parent company launched the platform in February 2015, and the company has not looked back.
Hotstar At A Glance – Marketing Strategy of Hotstar
Company : Hotstar
CEO: Sunil Rayan
Founder: Sunil Rayan
Year founded: 11 February 2015
Headquarters: Mumbai, India
Annual Revenue: Rs 829.7 crore
Number of employees : 874 Employees
Products & Services: Stream Documentaries Videos – Disney+ Hotstar – Movies – and More
Competitors: Netflix | Happs | Tammah | CLIQ Digital.
Marketing Strategy of Hotstar
Hotstar’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Hotstar? Let us discuss.
Hotstar Marketing Strategy – Segmentation, Targeting, Positioning
Hotstar segments the market based on the types of TV shows that are broadcast in specific languages and those who are interested in live sports events around the globe. Hotstar also has a segregation feature on its websites that is subject to paid memberships.
Hotstar’s membership program uses differentiating targeting strategy to increase its repeat customers/respective customers.
Hotstar is positioned as a video-on-demand platform that is easy to use, rich in experience, and broadcast-quality video to satisfy the digital consumption desires of the audience.
Hotstar Mission Statement
Hotstar Vision Statement
“Discover new worlds,” – in India ‘First Day First Show ki home delivery‘.
Hotstar Marketing Strategy – Competitive Advantage
The interface, and the heads below each option, are designed so that users can easily access the entire site’s content. This gives customers a unique experience and makes it easy to find what they need.
Portfolio Of offerings:
Through its business model and originals like M Bole Toh and Air with AIB, the Platform has been able to attract young audiences.
Hotstar Marketing Strategy – BCG Matrix
Hotstar is available in segments like TV shows, Movies, Sports events, News, and Premium Shows.
The company’s TV show portfolio includes 28 channels. These channels help it to provide a variety of TV content to its customers through one platform. Its sports segment is the distinctive channel where the company has been broadcasting live events.
These two segments are Stars in BCG. The rest are comparable to other competitors and are therefore the question mark in the BCG matrix.
Hotstar Marketing Strategy – Distribution Strategy
For better market acceptance, the platform must offer seamless streaming and optimization across multiple media. You can also download the content over Wi-Fi.
The company aims to provide the highest quality video on certain Bandwidths and superior audiovisuals even on a patchy network. You can access the site via both the mobile app and on the website.
Hotstar Marketing Strategy – Brand equity
According to the Broadcast Audience Research Council of India (BARC), the brand Hotstar was successful in securing the top 10 spots in weeks 14 and 15.
Freemium is the business model that allows the brand to operate. Some of its content is available for free while others are paid for by subscribers. In December 2017, the app was downloaded more than 200 million times. Hotstar advertises through many mediums including Google ads, Sports events like IPL and ICC tournaments.
Hotstar Marketing Strategy – Competitive Analysis
Hotstar can compete on the market by broadcasting local and regional content and securing exclusive rights for certain shows.
The 12 VoD platforms, including Amazon Prime and Hotstar, Voot TV., Netflix, TVF., and Viu. Jio Play., Ozee., Ditto TV. Sony LIIV., Eros Now, has helped to increase the viewership from 52 million viewers in 2016 to 151,000,000 in 2017.
These players are primarily in niche segments. They broadcast original content via their platforms and aggressively acquire film rights.
Hotstar Marketing Strategy – Market Analysis
The data revolution by Jio in India has triggered a huge internet-growing population. This has led to an increase in watch time per month for Indian customers. To remain competitive in the market, the company has formed a content partnership with some of the most recognizable studios around the globe, such as HBO and FOX.
The digital entertainment market is changing. User-generated content and ad-supported content are losing their place.
Hotstar Marketing Strategy – Customer Analysis
Customers can watch shows and other entertainment programs online at their own pace. The company’s customers are tech-savvy consumers between the ages of 15 and 40 years old. They prefer to watch the shows online rather than on TV, where there are many advertisements.
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