The subsidiary of Star India Private Limited, Novi Digital Entertainment Private Limited owns the video streaming platform which offers contents across 8 languages. Hotstar currently hosts 1, 00,000 hours of TV content, entertainment programs, and live matches.
It attracts the Over-the-top (OTT) video consumers by offering the quality video streaming across different devices and platforms. The platform was launched by the parent company in February 2015 and since then there is no looking back for the company.
Segmentation, targeting, positioning in the Marketing strategy of Hotstar –
Hotstar segment the market based on the genres of the TV shows broadcasted in certain languages coupled with those consumers who are interested in the live sports events going on around the world. Also, Hotstar has come up with the segregation in the contents of its websites which are subject to paid memberships.
It uses differentiating targeting strategy in order to increase its loyal/repeat customers through Hotstar’s membership program.
Hotstar has been positioned as a video on demand platform which is convenient, rich in experience and broadcast quality video to fulfill the digital consumption desire of the audiences.
Mission-“Not Available”
Vision- “Not Available”
Tagline-“Go Solo”
Competitive advantage in the Marketing strategy of Hotstar –
User Interface: The interface and the heads under each option are placed such that the user will be able to reach the breadth of the content on the site easily which gives the customer unique experience & easy accessibility.
Portfolio of offerings: The Platform has been able to attract the young audiences through its business model and the rich live sports events, originals such as M Bole Toh, Air with AIB and One Tip One hand.
BCG Matrix in the Marketing strategy of Hotstar –
Hotstar operates in the segments such as TV shows, Movies, Sports events, News and premium shows.
In TV shows the company has 28 channels in its portfolio which are helping it in providing a bouquet of TV contents to the customers under one platform for free.Its sports segment is the distinguishing channel of operation wherein company has been taking broadcasting rights for the live events.
The above two segment are Stars in the BCG matrix, rest segments are on par with other competitors and hence are the question mark in the BCG matrix.
Distribution strategy in the Marketing strategy of Hotstar –
Continuous & seamless video streaming, optimization across various mediums, facility of downloading the same over Wi-Fi are some of the important features for higher acceptability of the platform in the market.
The company works on providing highest possible video quality on certain Bandwidth and superior audiovisuals even in the patchy network. The site is available on the website and mobile app.
Brand equity in the Marketing strategy of Hotstar –
As per Broadcast Audience research council of India (BARC), the brand Hotstar has been successful in securing the place under top 10 spot for the week 14 and 15 in the year 2017.
The brand operates through business model Freemium wherein some of its contents are free for the viewers while premium contents are only for subscribers. The download of the app has crossed more than 200 million marks in December 2017. Hotstar advertises itself through various mediums such as Google AdWords, Sports events such as IPL, ICC tournaments, and other sports tournaments such as Kabaddi, badminton, football, tennis etc.
Competitive analysis in the Marketing strategy of Hotstar –
Broadcasting regional and local content, exclusive rights for some of the shows are factors that are helping Hotstar to compete in the market.
The 12 VoD platforms such as Amazon Prime, Hotstar, Voot TV, Netflix, TVF, Aree, Viu, Jio Play, Ozee, Ditto TV, Sony LIV, and Eros Now has helped in increasing the viewership together from 52 million in 2016 to 151 million viewers in 2017.
Most of these players play on the niche segments by broadcasting the original content through its platforms, aggressively acquiring films rights, sports events titles etc.
Market analysis in the Marketing strategy of Hotstar –
With a tremendous internet growing population in India triggered by the data revolution by Jio has resulted in the increase in the watch time per month by the customers in India. In order to remain competitive in the market, the company has a content partnership with some of the renowned studios of the world such as Disney, HBO, and FOX.
The market for digital entertainment is changing and user-generated content & ad-supported content have taken back seat.
Customer analysis in the Marketing strategy of Hotstar –
The Online video platform is meant for the customers who want to watch the shows, entertainment program, other shows at their convenience and free time. Customers of the company are tech-savvy consumers in the age group of 15-40 years and are those who prefer to watch the shows over the internet rather than in TV where there are lots of advertisements in between whatever is broadcasted there.
Alternatively, check out the Marketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies.
