Indian OTTs in 2023: A Year of Unprecedented Innovation and Transformation

Remember the era of dial-up internet? If you lived through the 90s like me, you’ve experienced internet speeds that struggled to load websites with images, let alone stream videos. It’s truly remarkable how far technology has come in such a short time.

Every year brings leaps in technology and 2023 is no different. At Disney+ Hotstar, it’s been a year of many important milestones – we broke the world record for concurrent viewership, witnessed massive growth in demand for diverse content across a host of local languages, and pioneered innovations in streaming technology.

In India, many states are as populous as entire countries. Our journey has taught us that there is not just one, but many Indias. And the most effective way to build a sustainable and profitable business here is to create models tailored for this diversity.

Democratising Entertainment: Bridging Urban-Rural Divides

So how has Disney+ Hotstar scaled across India’s diverse demographic? One successful model is our hybrid content approach where we offer certain content for free to mobile users. This inclusive approach has made our content accessible in every corner of India.

The recent ICC Men’s Cricket World Cup 2023 highlighted our 'free-on-mobile' model's success, attracting over 500 brands and 350+ advertisers. Viewer demographics revealed 50 per cent from Tier-II cities and beyond and over 40 per cent aged above 45, reflecting widespread digital adoption across geographies and generations.

OTT growth is now burgeoning in smaller cities, fuelled by rural connectivity. Disney+ Hotstar remains committed to democratising content, spreading joy across the many Indias.

Groundbreaking Content

The past year has seen heightened enthusiasm for fresh content, particularly from Tier-II+ cities. Disney+ Hotstar’s heritage of unconventional storytelling drives us to innovate across

genres. With 135,000+ hours of content in 18 languages, including TV shows, movies, and live global sports coverage, we constantly aim to push storytelling boundaries.

Reality TV, adaptations of international shows and originals received a hugely positive response. Some of our shows have also garnered an international following, showing that Indian content is ready for the global stage. Multilingual subtitling and dubbing have broadened access to categories like crime, murder mysteries and thrillers amongst others. This success strengthens our resolve to deliver content across regional languages.

Our viewers’ enthusiasm for diverse, culturally resonant content encourages originality and risk-taking. This ethos will continue shaping our content slate in 2024 and beyond.

Pioneering Streaming Technology

Ultimately, all our success is rooted in technical excellence. Our team works hard behind the scenes to enhance viewing experiences. In sports, especially major cricket tournaments, our work starts long before the play begins to ensure the viewer experience is enjoyable.

We’re also harnessing AI to improve video clarity and viewing experiences. Personalised profiles and curated recommendations boost viewer engagement, while interactive features in shows and high-quality animated content blend technology with storytelling.

The leaps we've made in 2023 are stepping stones to an even more dynamic future. We can be certain technology will continue to evolve, serving as a conduit for innovation and experimentation.

Looking ahead to 2024, we're excited to merge technological innovation with creative storytelling, redefining digital entertainment in India.