I was surprised when my fourteen-year-old cousin switched to JioCinema on his smart tv to watch the FIFA World Cup.
In the last few years, Disney Hotstar has become the go-to destination for millions to stream anything related to sports.
This year is different.
Reliance-backed Viacom18 bought the streaming rights for IPL – the Indian Cricket League, which has been the most promising asset for Disney Hotstar.
Along with that, the brand also spent 54M USD to stream FIFA World Cup via Jio.
Having read Disney’s foray into OTT space via Hotstar and other vital acquisitions, I am sure they’d have a lot of cards left to play to combat this upcoming change.
At the same time, it’s interesting to note that Disney Hotstar’s 20%-to-30% user base came from Jio’s bundle packs, where Jio offered multiple OTTs subscriptions free on specific data packs.
With the FIFA World Cup streaming for free on JioCinema, the app will likely increase its downloads to 100M+, while Disney Hotstar might lose a big part of its user base.
All of this reminds me of Anubhav’s (Founder, Chai Sutta Bar) video, where he talked about how marketing becomes easy if you understand the audience’s pulse – if you want to build for India, then understand India’s love for cricket.
I believe Jio got this right; they understood how price sensitive the typical Indian consumer is + their love for sports.
What do you think?
Source: The Ken, Business Standard