MUMBAI: JioStar India’s JioHotstar  has reached a milestone of 200 million paying subscribers, making it "one of the biggest streaming services anywhere in the world," according to vice-chairman Uday Shankar. The rapid subscriber growth since JioStar's merger validates the company's belief that "Indians are willing to pay" for content, albeit at "very aggressive" pricing.

"Our challenge is not to compete with someone. Our challenge is to create a much bigger market," Shankar said on an interview with BloombergTV's  Haslinda Amin. "We want to get into every household. We want to be if there is a connected device, we want our content to surface there. We want to be the destination for every Indian who has access to connectivity and data to come in every day for all their requirements of premium content.  "

The streaming service, backed by billionaire Mukesh Ambani, appears well-positioned to weather global trade tensions. As tariffs roil international markets, JioStar's "heavily domestic focused" business provides shelter from the storm. "Our consumers are largely Indian. Our content and the driver content, most of it is Indian," Shankar explained.

The Indian Premier League (IPL) remains JioStar's crown jewel, with viewership expected to cross 400-450 million by tournament's end on  JioHotstar and Star Sports TV channels. However, Shankar views IPL as a "tactical asset" due to its seasonal nature, emphasising the need for year-round content in Indian languages supplemented by Hollywood partnerships.

While acknowledging potential interest from international investors (read Chelsea club owner Todd Boehly) in IPL teams, Shankar remained coy about JioStar's future bidding strategy: "We would be very committed to IPL... But then there is a lot of cricket going around, and it finally comes down to the price."

Looking ahead, JioStar aims to "consolidate" over the next 12 months by deepening user engagement for its JioHotstar service. "Now that we have got to a sizable number of subscribers, we definitely want to make sure that we get their attention more and more," said Shankar, though he declined to provide specific subscriber targets beyond the current 200 million. ”Our focus is can we create JioHotstar as an alternative to television as a bouquet, and make sure that we have the attention of everyone every day?”

With India facing lighter tariff impacts than other nations—26 per cent on some goods, temporarily suspended for 90 days—Shankar expressed optimism about bilateral arrangements between India and the US. Nevertheless, he cautioned that if "global turmoil" continues, "there'll be impact on consumption, and all of us will be impacted."