Hotstar, the video streaming platform owned by Disney, has registered a record viewership of 267 million in the first three weeks of the ongoing 12th season of the Indian Premier League (IPL). To put it in perspective, the viewership of entire season last year was 202 million on Hotstar.
it has set a global live streaming record with a concurrency of 12.7 million viewers during the Royal Challengers Bangaloreversus Mumbai Indians match on March 28th, breaking its own previous record of 11.2 million concurrent viewers who watched the India versus New Zealand T20 match. There has also been a a 2x growth in watch time over the same period last year.
There are so many factors that have led into streaming becoming a popular source of watching not only matches, but also content like films and shows. The biggest to boost this has to be cheap internet rates. Ever since Jio came in, it has pushed so many people to go digital. In the context of what we are talking about here, Jio and also Airtel, if I’m not mistaken, have special plans of subscribing to hotstar during the time period of IPL to stream sporting content on Hotstar. It has simply become so much more convenient for the viewers to just download the app, sign in and they’re done.
Besides, Hotstar also has another interactive feature added while streaming the matches. This is where the audiences can invite their friends and family to the platform, watch the matches, and participate in the Watch ‘N Play game together. Also, they have even partnered up with Swiggy so as to they can simple order food by a single click without even leaving the app. Talk about convenience!
The biggest thing that played into or rather helped increase the viewrship of the streaming is the TRAI’s new tariff order. Ever since the new order came in, the viewrships of a lot of channels have gone down. Especially when it comes to sports. The viewrship drastically fell down after the TRAI rule especially during the India vs New Zealand series and as mentioned above, the viewrship on Hotstar increased at least twice as much.
This is mainly because of the fact that TV bills are getting more expensive (or cheap, depending on the channels you select), so many people would rather not choose to pay for cricket while they could stream it on their phones and laptops for virtually no cost at all. The only difference between premium viewership and normal is a matter of a few seconds and people seem to be okay with it.
Also, to mention, Hotstar who already was gathering so much traffic only for IPL has seen extra traffic and probably more Premium subscribers since the last week because of the Game of Thrones season 8. Seems, Hotstar ka time aa gaya.
By – Amul Vikas Mohan