Hotstar segments the market based on language and interest in live sports. It targets loyal customers through its membership program. Hotstar positions itself as a convenient, high-quality video streaming platform. It offers a wide range of content across different devices through its easy-to-use interface and portfolio of offerings such as live sports and original shows. Hotstar competes by broadcasting regional content and holding exclusive rights to some shows.

1. HOTSTAR
Marketing Strategy

2. ABOUT HOTSTAR
The subsidiary of Star India Private Limited, Novi Digital
Entertainment Private Limited owns the video streaming platform which
offers contents across 8 languages. It attracts the Over-the-top (OTT)
video consumers by offering the quality video streaming across different
devices and platforms
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3. SEGMENTATION,TARGETING,
POSITIONING
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.
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4. COMPETITIVEADVANTAGEIN
THEMARKETINGSTRATEGY 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.
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5. BCGMATRIXINTHE
MARKETINGSTRATEGY
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.
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6. DISTRIBUTIONSTRATEGYINTHE
MARKETINGSTRATEGY 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.
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7. BRANDEQUITYINTHE
MARKETINGSTRATEGY
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.
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8. COMPETITIVEANALYSISIN
THEMARKETINGSTRATEGY
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.
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9. MARKETANALYSISINTHE
MARKETINGSTRATEGY
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.
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10. CUSTOMERANALYSISINTHE
MARKETINGSTRATEGY 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.
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11. THANK YOU