Hotstar, the online streaming service of Novi Digital owned by Star India (owned by 21st Century Fox), is all in for something new. It is targeting to get a billion minutes of watch time every day. Its catalogue of around 35000 hours of entertainment content will be of an advantage and it is estimated that Hotstar has around 72M downloads and approximately 50M active users.
Lachlan Murdoch, the executive chairman of Twenty First Century Fox, stated that: “Hotstar had gone from streaming 750 million minutes to 2.5 billion minutes between July and August 2016. That means it has some distance to travel before it gets to that billion minutes a day figure”.
John Nallen, the CFO of Twenty First Century Fox, commented that: “In the beginning, we saw pretty severe sort of volatility and spike, largely around sports viewership on the Hotstar platform to when there was a big cricket tournament or something like that”.
He further added that: “But, gradually over the last year, what’s really built and gotten much more momentum is scripted programming, it’s Indian-scripted programming in multiple languages, and that’s really driving, that’s been the most gratifying and to see more consistent viewership of that and that’s really a big, big part of the volume now, and it’s the fastest way growing part of the volume on a consistent basis, local Indian-scripted programming at very high volumes”.