Mumbai: 2023 started with a huge setback for Disney+ Hotstar after it lost the digital rights of IPL 2023 to Viacom18. The news of HBO leaving the platform further triggered consumers, some of whom are demanding refunds or threatening to quit the platform altogether.
Amidst news of a dipping subscriber base, YouGov data shows not all hope is lost for Disney+ Hotstar and most consumers are likely to continue with the platform.
At present, seven in ten (69 per cent) of the surveyed respondents said either they or someone in their family has a Disney+ Hotstar subscription.
Of those who are subscribed to the platform (either own or shared), a majority (58 per cent) said they will continue their subscription and stream other content on the platform. Residents in South India were more likely to say this (at 63 per cent) as compared to other regions of the country.
Under a fifth of all respondents (18 per cent) said they will not renew their subscription this year. The remaining may either not take a new subscription (eight per cent) or continue with a shared subscription (five per cent).
One in ten (10 per cent) are unclear about their decision.
When asked about the types of content they will consume on Disney+ Hotstar in the absence of IPL & HBO shows, Hotstar Specials emerged as the most popular choice of subscribers/ shared subscribers and a majority (63 per cent) said they will consume this content on the platform.
After Hotstar Specials, nearly half are keen to watch films released on the platform- either after their theatrical release (49 per cent) or the ones exclusively releasing on Hotstar (46 per cent).
Sports highlights (36 per cent), regional films (31 per cent), documentaries (29 per cent), Star TV content (27 per cent) and global TV shows (21 per cent) are some of the other types of content that people may consume on the streaming platform.
Less than five per cent of the current subscribers said they will switch to other platforms in the absence of IPL & HBO content, which is a very small percentage compared to the ones who will continue with the platform.
Commenting on this, YouGov India general manager Deepa Bhatia said, “YouGov data shows that although Hotstar might see some churn, the absence of popular content like live sports and international shows might not have a major impact on the brand’s overall health. There is a strong resonance among urban Indians towards original content on the platform- be it web series or films. Disney+ Hotstar may benefit from understanding the current needs and preferences of consumers and work towards a content strategy to retain and grow their subscriber base.”
