It has been a cracker of a year for cricket and numbers rightly prove so. From the Asia Cup to the ICC Cricket World Cup, not only audiences dashed these sporting tourneys, but even advertisers cashed in on the fever. In fact, the game-changing off-pitch moment was Disney+Hotstar’s strategy to allow free viewing of the World Cup. The platform claims that it reached 5.9 crore peak concurrent viewers during the final match. Add to that the fact that ICC Men’s Cricket World Cup 2023, drew in 21 digital streaming sponsors

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Besides cricket, Disney+Hotstar, the platform claims to have created a library, showcasing over 100,000 hours of content spanning TV shows, movies in 18 languages, and live coverage of major global sporting events. In a conversation with BrandWagon Online, Sajith Sivanandan, head, Disney+ Hotstar, talks about its strategy for the recently concluded ICC Men’s Cricket World Cup, besides its content plan. (Edited Excerpts)

Let me start by clarifying that it was not just a record number of views but users as well, please. As we reflect on the past year, 2023 has been a defining chapter for Disney+ Hotstar. Marquee cricketing events like the Asia Cup 2023 and ICC Men’s World Cup 2023 witnessed a diverse pool of advertisers leveraging the opportunity. The free streaming of these tournaments on mobile devices significantly broadened our audience and garnered positive feedback from advertisers. The ICC Men’s Cricket World Cup 2023 exceeded expectations, drawing in 21 digital streaming sponsors.

We introduced the ‘Self-Serve’ platform during the ICC Men’s World Cup 2023 and the uptake has been phenomenal. It has democratised live Cricket advertising, providing an automated solution that empowers both advertisers and agency partners of various sizes. This tool not only streamlines campaign planning, payments, and result visualisation but also maximises the impact of advertising.

Achieving a moment during the ICC Men’s Cricket World Cup 2023, we set a new world record by reaching 5.9 crore peak concurrent viewers during the final match—an accomplishment that fills us with pride. These milestones underscore our commitment to delivering the best platform for advertisers.

The ongoing Pro Kabaddi League is free on mobile as well which helps us cater to a broader audience and also provides enhanced opportunities for advertisers.

You offered free streaming of the Cricket World Cup on smartphones via Hotstar. Have you seen this get converted into paid subscriptions?

The decision to provide free streaming of the ICC Men’s Cricket World Cup 2023 on smartphones resulted in a response, marking a milestone for us. Witnessing a record-breaking peak concurrency of 5.9 crore viewers during the India vs. Australia final match underscored the immense popularity of cricket in our country. Our team worked to scale our infrastructure, ensuring additional capacity to deliver a seamless video experience for all viewers. This dedication ensured an uninterrupted and high-quality viewing experience for this highly anticipated cricket tournament.

These record-breaking numbers not only exemplify the fervour for cricket but also intends to validate our strategic direction. Offering both marquee tournaments free for mobile users allowed us to forge an advertising-driven business while sustaining a subscription-based model with unique application experiences and premium content. We witnessed an increase in subscriptions during the tournament, and we are satisfied with the results. Moving forward, our focus remains on achieving a balance between free and subscription offerings across a spectrum of sports and entertainment content. This strategic approach will further strengthen our position in catering to the diverse preferences of our audience.

Which measurement metric do you prefer out of total viewership vs concurrent — and why?

In the realm of live events such as the Asia Cup 2023 and ICC Men’s Cricket World Cup 2023, concurrent viewers stand out as the primary metric that not only resonates with audiences but also serves as the primary indicator of engagement with a live event. Concurrency represents a global standard for live streams. It is a universally understood metric that maintains consistency across user experiences. Beyond its numerical value, concurrency fosters a sense of community among viewers, providing a tangible connection by showcasing the number of individuals engaging with the live stream and in real-time. This collective participation not only instils a sense of belonging but also signifies the event’s popularity within the audience. Contrarily, the metric of ‘total views’ gains significance when content is not in a live stream format. It serves as an indicator of the content’s reception over a period of time.

Can you elaborate on any innovations in marketing during the World Cup to connect with a diverse audience in India?

Our primary goal was to elevate the live sports experience for our audience, and our recent ‘FREE on mobile’ campaign has seen success. This initiative isn’t just for sports enthusiasts; it’s about making content accessible to everyone who loves entertainment. We placed the consumer at the forefront with our key campaigns for Asia Cup 2023 and ICC Men’s Cricket World Cup 2023 with #FreeMeinDekhteJaao and #ItnaSabFreeKa respectively. We wanted to go beyond the major metros, given the unifying nature of cricket as well as mobile in our country. Our approach included releasing three ad films featuring Kartik Aaryan, Abhishek Banerjee, and Kapil Dev, tailored to various target markets based on consumer research insights and messaging. The core of our marketing strategy revolved around using celebrity influence and clever humour to craft compelling narratives that engage and resonate with potential audiences.

The World Cup became an unmissable opportunity for advertisers. How does Disney+Hostar ensure that the advertisers can make the most of it?

We onboarded 21 digital sponsors for the ICC Men’s Cricket World Cup 2023, and the response was overwhelmingly positive. The victory by Team India at the Asia Cup 2023 set high expectations for the upcoming World Cup. Given that the tournament was hosted in India after a 12-year hiatus, just before the festive season, advertisers were keen on securing spots on our platform for the event. We introduced an immersive ad experience during live sports, unveiling six innovative ad formats. We launched the first-ever self-serve platform for live cricket. This platform empowered advertisers to book ads directly on the Disney+ Hotstar platform. We witnessed significant engagement, with hundreds of agencies logging in, and more than 500 brands represented by more than 350 advertisers on Disney+ Hotstar during the ICC Men’s Cricket World Cup. In terms of targeting, we expanded our options from 12 to 55 during the World Cup. To cater to diverse advertiser needs, we curated a wide range of plans, accommodating budgets from sachet-size of Rs 2 lakh to mega budgets. Advertisers could choose from various ad formats and targeting parameters. Moreover, our offerings included multiple advertising options such as match selection, VOD content selection for running ads alongside live content, moment-based marketing, spot-based buying, and impression-based buying.

What is upcoming content for Disney+ Hotstar?

Disney+ Hotstar boasts a library, showcasing over 100,000 hours of content spanning TV shows, movies in 18 languages, and live coverage of major global sporting events. Our dedication lies in delivering an unmatched entertainment and live sports streaming experience for our viewers. On local content, we’re continually expanding our offerings across Hotstar Specials and movies, featuring empowering narratives backed by talent and produced at scale. Among our upcoming titles are Showtime, Lootere, and Mahabharata, promising stories closer to home.

We have an interesting line-up of international releases such as Percy Jackson and the Olympians, Marvel Studios’ Echo, and others. With content from Marvel, Disney, Pixar, Star Wars, Nat Geo, and FX, Disney+ Hotstar stands as the entertainment destination.

While we offer a general entertainment line-up, our commitment to sports enthusiasts remains unwavering. Our year-round sports calendar features prestigious cricket tournaments like the ICC Men’s World Cup, alongside a rich tapestry of live sports, such as the Pro Kabaddi League, English Premier League, Cricket Australia, and Wimbledon.

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