In 2016, Jio entered the telecom sector and wiped out its competition with cheap plans and massive infrastructure investments. Now, with the JioHotstar merger, Mukesh Ambani is trying to do the same but with OTT platforms.
JioHotstar is becoming the ultimate entertainment OTT, especially with its varied viewing options. It has something for everyone – IPL for fathers, daily soaps for mothers, and blockbuster Hollywood and Bollywood movies for everyone else. One of the biggest reasons why JioHotstar is trending is the brand’s free subscription option with Jio mobile and internet plans.
With the INR 949 prepaid plan, users not only get unlimited 5G data and unlimited calls but also a JioHotstar subscription for free. This reduces the need for users to juggle numerous subscriptions and is a win-win for both parties.
Let’s take a look at JioHotstar’s marketing strategy to understand how they have captured the market and the hearts of millions.
SWOT analysis of JioHotstar
Competitor Analysis of JioHotstar
The 5P’s of JioHotstar Marketing Strategy
SWOT analysis of JioHotstar
To understand how JioHotstar has taken over the market by storm, let’s first take a look at their SWOT analysis.
Strengths
- Extensive library: With the merger of Jio and Hotstar, Jio users now have the option to view a plethora of content such as TV shows, movies, original series, sports, and more that can cater to multiple audiences.
- A robust digital ecosystem: By leveraging Jio’s expansive telecommunication system, Hotstar can now deliver a better streaming experience across all of India.
- Providing strategic partnerships: Jio has major collaborations with Google and Facebook that not only improve their technological capabilities but their content offering as well.
Weaknesses
- Relies heavily on data: The JioHotstar platform is successful because of its ties to Jio. This makes it difficult for users especially when there is a shift in price or consumption pattern.
- Content Licensing costs: In order to keep producing high-quality content, OTT platforms require large investments that in turn might affect profitability.
Opportunities
- Adapting to digital growth: The increase in the shift towards digital media in India highlights the opportunity for subscriber growth and content diversification.
- Expanding regional content: Investment in regional language content helps attract a broader audience that can tap into diverse linguistic demographics.
Threats
- Highly competitive market: To compete with other OTT platforms such as Amazon Prime and Netflix, it is important for JioHotstar to necessitate continuous innovation.
- Challenges in regulatory bodies: With the evolution of digital regulations, there can be serious restrictions on OTT platforms that might affect content strategy and operations.
Competitor Analysis of JioHotstar
JioHotstar is considered to be one of India’s most competitive OTT streaming platforms but is facing strong competition from global and domestic players. Some of the biggest platform competitors are Amazon Prime Video, Netflix, Zee5, and SonyLIV.
- Amazon Prime Video: This platform has a growing catalog of international content, Bollywood and regional as well. But JioHotstar is better than Amazon Prime because it provides streaming sports options. But Amazon is investing in original Indian web series that compete directly with JioHotstar.
- Netflix: This global OTT platform offers high-quality premium shows and has a mix of free and subscription-based content. Sadly, it faces multiple challenges due to its higher pricing, with JioHotstar having regional content and affordable plans that appeal to a broader audience.
- Zee5: This platform focuses heavily on regional content and caters directly to India’s diverse audience. But JioHotstar provides an exclusive sports partnership that appeals to a wider audience.
- SonyLIV: This is one of the strongest competitors that focuses on movies, TV shows, or sports. They have exclusive rights for major sports events such as WWE and UEFA Champions Leagues.
The 5P’s of JioHotstar Marketing Strategy
The 5P’s framework – Product, Price, Place, Promotion, and People – provides a comprehensive view of JioHotstar’s marketing approach.
Product
The JioHotstar platform has a diverse content portfolio that is a combination of JioCinema, Disney+, and Hotstar’s libraries that have both international and local content. Its friendly user interface and personal recommendations help improve engagement by making the content’s usability seamless.
Price
JioHotstar has multiple pricing models with multiple subscription options to cater to multiple users. With the integration of Jio’s telecom services users can stream services via bundled packages for as minimum as INR 195 for 90 days.
Place
By using Jio network services, Hotstar is now available across multiple devices. This allows users to stream their content via smart TVs, desktops, tablets, and even mobile phones. Also, with the option of offline viewing, users can download their favorite shows and watch them anytime.
Promotion
JioHotstar’s strategy uses a mix of both traditional and digital advertising. Their campaigns have the latest features and update the latest in plans and content. With collaborations with brands like Shaadi.com for co-branding options, JioHotstar has furthered its reach and engagement with audiences.
People
JioHotstar has a customer-centric approach that helps improve the overall performance of the platform. Based on user feedback, the brand decides on the latest content offerings. Also, by employing the latest talent and market experts, the brand maintains its competitive edge in the OTT sector.
JioHotstar’s Most Successful Campaigns
The world of media saw a groundbreaking moment when JioHotstar launched. The unity of India’s biggest streaming platforms – JioCinema and Disney+ Hotstar, set the market by storm. But from the conventional announcement, the launch was a marketing marvel especially with the brand launching on Valentine’s Day.
- Valentine’s Day Campaign: To mark the merger of Jio with Disney+ Hotstar, the campaign aligned with Valentine’s Day. The brand engaged in playful banter across multiple billboards and digital platforms, teasing each other. JioCinema said lines such as ‘Looking for someone who digs cricket, reality shows and live concerts. Know Anyone?’ and Disney+ Hotstar commented back, ‘Cricket is my love language, who wants to match this Valentine’s Day?’ This banter not only sparked curiosity but also set the stage for the unveiling of JioHotstar.
- Shaadi.com Collab: Shaadi.com jumped on the bandwagon to celebrate with an innovative OOH and DOOH campaign. The brand got into the game and strategically placed digital screens and billboards with a witty message ‘Badhai ho JioHotstar! Aisi jodi toh hum sab deserve karte hai. Get on Shaadi.com.’ The campaign had a dual role – congratulated the brand and reinforced its core proposition. This collaboration not only tapped into JioHotstar’s audience but also positioned Shaadi.com as a brand that supports their partnership.
Conclusion
JioHotstar has placed itself as a strategic marketing initiative with its robust SWOT analysis, meticulous application of the 5P’s of marketing, and exciting social media campaign. The brand has positioned itself as a marketing guru by adapting market dynamics and consumer preferences to exemplify its forward-thinking approach.
Nitin Konde
FAQs
What is JioHotstar?
JioHotstar is a streaming platform formed through a merger, combining the strengths of Jio’s telecom reach and Hotstar’s streaming content library.
What was the key goal of the JioHotstar merger?
The primary goal was to create a dominant force in the Indian streaming market by leveraging Jio’s vast user base and Hotstar’s existing content.
How did Jio’s existing user base contribute to JioHotstar’s growth?
Jio’s extensive telecom network and bundled data plans provided immediate access to millions of potential subscribers for JioHotstar.
