STAR India’s online video streaming platform Hotstar has more than
double its reach (unique viewers) for IPL in the past one year. For all
the games played until the play-offs (between April 9 and May 22), 80
million people used the service, compared with 35 million a year ago.
The cash-rich Twenty20 tournament came under STAR India’s digital ambit in 2014 when it was made available on starsports.com. Last year, Hotstar was introduced, helping viewers see the tournament on the new app.
The network seems to be on track to achieve the target of reaching100
million IPL viewers this year. “We have seen the adoption of Hotstar as
primary screen increase significantly among the urban affluent youth. At
80 million (unique) viewers before the play-offs, I expect the platform
to add another 15 to 20 million in reach over the last leg of the
tournament,” says Ajit Mohan, CEO, Hotstar, STAR India.
Total IPL watch time on the app has gone up by 60 per cent over 2015.
The key to increasing the reach, according to Mohan, lies in the
data-rich experience. Additionally, the application streams live
scorecard and analysis before and after the match, as well as between
the innings.Read more.
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