SUBMITTED

BY
Mishita Jain
19IB329

SUBMITTED TO

Prof. Krishna
A DIGITAL MARKETING REPORT ON HOTSTAR Akalamkam

0
TABLE OF CONTENT
ABOUT HOTSTAR...................................................................................................................................2
OVERVIEW OF INDIAN VIEWERSHIP IN 2019.........................................................................................3
Content Type and Genre Followed on Hotstar..................................................................................3
WEBSITE ANALYSIS OF HOTSTAR...........................................................................................................5
PERFORMANCE..................................................................................................................................5
SEO....................................................................................................................................................6
SECURITY...........................................................................................................................................6
MOBILE..............................................................................................................................................7
TRAFFIC OVERVIEW...............................................................................................................................8
TRAFFIC SOURCES..................................................................................................................................9
SENTIMENT ANALYSIS.........................................................................................................................11
FACEBOOK.......................................................................................................................................11
INSTAGRAM.....................................................................................................................................13
YOUTUBE.........................................................................................................................................14
TWITTER..........................................................................................................................................16
RECOMMENDATIONS..........................................................................................................................17
AD WORD CAMPAIGN.........................................................................................................................18
REFRENCES..........................................................................................................................................19

1
ABOUT HOTSTAR

Hotstar is an Indian over-the-top streaming service owned by Novi Digital Entertainment, a

subsidiary of Star India, which itself is a wholly owned subsidiary of The Walt Disney
Company.
Star India officially launched Hotstar in February 2014 after fifteen months of development,
coinciding with the upcoming 2015 Indian Premier League (for which Star had recently
acquired the streaming rights). The ad-supported service initially featured a library of over
35,000 hours of content in seven regional languages, as well as live streaming coverage of
sports such as [cricket] (on a tape delay of several minutes), football, and kabaddi.
In April 2016, Hotstar launched a subscription tier primarily oriented towards international
content and the possibility of premium sports content. The service launched alongside a new
deal to carry HBO content uncut on the platform, with its introduction coinciding with
the season 6 premiere of Game of Thrones
AVAILABILITY
Hotstar is available on website, mobile app for android and iOS services.
In India, the service is operated as both a free ad-supported service, and two subscription-
based tiers. The ad-supported service includes access to selected Indian films and Star series
after their television broadcast. The Hotstar VIP subscription is oriented towards domestic
content, including series from Star's Indian-language television networks and the Hotstar
Specials banner, early access to Star's Indian television serial programs before their television
premiere, cricket coverage, and Premier League football from the United Kingdom. The
Hotstar Premium tier adds access to premium international films and series, including content
from 20th Century Fox, Disney, HBO, and Hooq

2
OVERVIEW OF INDIAN VIEWERSHIP IN 2019

The sports streaming has reached heights to break records in 2019

 There were 25.3 million live concurrent viewers during the India v/s New Zealand
world cup Semi final
 100 Mn reach crossed in a single day; Multiple times throughout ICC CWC 2019
 300+ platform reach during

Content Type and Genre Followed on Hotstar

Though Indians follow cricket like a religion they are not behind when it comes to watching
Entertainment shows.

 On web appx 69% of the people watch entertainment and news on Hotstar
 More than 40% of consumption of family drama shows in done by men above the age
of 35.
 Most popular genres watched on Hotstar both among men and women are Drama and
Reality

3
4
WEBSITE ANALYSIS OF HOTSTAR

AS per Website.grader.com, Hotstar gets a score of 84/100 on the following parameters

 PERFORMANCE: 24/30
 MOBILE : 30/30
 SEO:20/30
 SECURITY:10/10

The following analysis was made on each of the parameters

PERFORMANCE
Web performance or website optimization simply means the optimizing the speed of web
elements (pages, images, other file formats etc.) which are downloaded or displayed on the
user’s web browser.
As per website grader hotstar scored 24/30 in performance
Page size: 2.1 MB.
In website pages size plays a major role. The smaller the file size of a page. The faster it’ll
load. Page size should be within 3MB to ensure faster loading of the page.

5
Page requests: 55
This area of performance needs improvement
more number of HTTP requests it can slow down the loading of the page which ultimately
impacts the user experience. Main reasons of why it impacts the user experience is:
 MORE FILES= MORE HTTP REQUESTS
 BIGGER FILES=MORE HTTP REQUESTS

A long load time can be a disruptive and frustrating experience for your users. Mobile users
will have a particularly bad experience, as most of them will have to wait until every asset on
a webpage is downloaded before the page even begins to appear in their mobile browser.
Page speed: 2.8 seconds.
Best webpages should usually load within 3 seconds.
Yet research indicates how when it relates to website efficiency output-time counts.
According to Pingdom, a website performance monitor, the bounce rate of a page can rise
from 9% to 38% if its page load time rises only from 2 seconds to 5 seconds

SEO
It is important to ensure the website is easy for the users and search bots to discover. Page
titles Headings and Meta descriptions play an important role in Search Engine Optimization
Hotstar scores only 20/30 in SEO indicating there is a major scope for improvement in this
area.
Hotstar needs to work on it’s meta descriptions and headings to improve search engine
optimization.

SECURITY
SSL certificates is a certification that give users the assurity that the website is authentic and
trustworthy. It also protects the website from attacks.
SSL is the default security technology for setting up an encrypted link between a web server
and a browser. This connection means the privacy of all data passed between the web server
and the browser
When you visit a website that is encrypted with SSL, your browser connects to the
webserver, looks at the SSL certificate and then binds your browser and server together. This

6
binding connection is secure so that no one is able to view or access what you type into your
browser besides you and the website that you submit the information.

MOBILE
Hotstar Mobile website and application gets a full score 30/30
The traffic on mobile websites and Apps is growing really fast. It is highly important to
optimize mobile websites to ensure increased user experience and high revenues.

HOTSTAR MOBILE APPLICATION

 Hotstar crossed 400 mn downloads, one of the most downloaded apps in India
 Hotstar saw 555 installs per minute in 2019
 3X increase in Video consumption in 2019

7
TRAFFIC OVERVIEW
Total Visits: Total visit to Hotstar on desktop & Mobile web, in the last 6 months
Traffic on a website means how most of the visitors select to reach this website. This analysis
is very important to know the impact of digital marketing efforts of the organisation through
different tools.”

Engagements
Total Visit: 91.64M
Av. Visit duration: 9 min 48 seconds
Pages per visit: 4.18
Bounce Rate: 32.33%
Traffic in different by countries
Appx 92% of the traffic comes from India followed by 5.11% from USA and 1% from
Canada. Only 0.24% of the traffic comes from Pakistan

8
TRAFFIC SOURCES

There are various sources of getting traffic to the website the main sources for hotstar
include-
 Direct
 Referrals
 Search
 Social Media
 Mail
 Display advertising

SEARCH
As per the data December 2019 24.89% of the traffic comes from searches. 99.01% of the
traffic is organic and only 0.99% of the key words are paid.
As per December 2019 analysis the following are the top organic keywords used
 hotstar- 49.40% 
 Ind vs wi- 1.62%
 hot star - 1.19% 
 hotstar login- 0.71% 
 cricket- 0.64% 
As per December 2019 analysis the following are the top paid keywords used
 hotstar-0.37% 
 hotstar us-0.07% 
 ind vs wi-0.04%
 shreemoyee-0.03% 
 us hotstar-0.02

Social
The traffic in this category comes through the various social media websites, either through
paid advertising or various other marketing efforts on these sites. We will study the trends in

9
marketing for Hotstar in these websites later. For now, we are concerned only with the traffic
which comes through these websites

Display Advertising
Only 0.06% of the traffic is coming from display advertising

10
SENTIMENT ANALYSIS
Note- Sentiment analysis is done for the period between 15 October 2019- 15 January 2020

Sentiment analysis is situational text mining that recognizes and compounds subjective data
in source material, and helps a company comprehend its brand, product or service social
sentiment while monitoring online conversations. Analysis of social media streams, however,
is usually limited to only basic analysis of sentiment and counting based metrics. This is
equivalent to scratching the surface and losing out on the strong-value discoveries that
require exploration.

FACEBOOK
Facebook is most used social media platform around the globe. Facebook Insights, help
business to market their brands, as it helps to continuously evaluate the marketing efforts
with the user’s activities

Facebook plays a major role in digital marketing of hotsar. The Hotstar page has 3.2M
followers with and Ad value of 3.4K Euros, which is a huge fan base, but the growth rate in
these followers, for the given period has been just 0.03%, and the engagement level, which is,
the activities by fans on posts by total reach being lesser. The average post rate remains 1.3,
which depicts regular posting level.

11
Engagement Matrix: It shows the different post types used by selected pages

Asper the engagement matrix Pictures have the highest engagement but are not posted very
often. Instead a lot of links are posted however the engagement on face is low for links and
videos.
The top posts for this period includes:

 Adding a new colour to India's cricket history!

Watch the 2nd Test - Paytm Test Series #INDvBAN ,1:00 PM onwards only on
Hotstar. #Pinktest

 Wishing that cricket is the only thing in the air on 3rd November. Watch the Paytm
T20 Trophy #INDvBAN live on Hotstar

12
INSTAGRAM
More than 800 billion photos & videos have been uploaded on this application till now.
Instagram is also a great platform for business purposes because of its easy interface, as
compared to the other social media platforms. This platform is generally associated, more
with the ‘millennials’ and so becomes an easy way to target this audience.

Hotstar also has an Instagram account which has 159K followers. The page has an average of
0.4 posts per day, but the engagement level is only 0.11%, which tells that not many users of
this platform are interested in the content even if they “follow” the brand. The following chart
shows that the reactions cannot be very easily understood in such a platform. Although, there
is a post everyday sometimes the engagement levels are very high & on the other day it falls
without any specific reasons.
The top posts for the given period is
 If it’s on India’s search bar, it’s on Hotstar.
Hotstar was home to some of the most trending events of 2019, both in India and
globally.
#avengersendgame #super30 #prokabaddileague #gameofthrones
#gameofthronesmemes

13
  Wishing that cricket is the only thing in the air on 3rd November. Watch the Paytm
T20 Trophy #INDvBAN live on Hotstar

YOUTUBE

YouTube LLC is one of the subsidiaries of Google LLC, which is a video sharing website.
The website allows users to upload, share, comment, rate and subscribe to other users.
Hotstar uses its, YouTube channel to provide a much diversified content to its subscribers.
The various videos posted are on some of the following subjects:
 Road Safety.
 Information about new models.
 Guide to features of existing models.
 Marketing by advertisements.
 Brand Engagement by giving information about company’s activities.

Subscribers are the number of users following a channel, these subscribers are notified about
new uploads or can see the newly uploaded videos of such channels frequently on their
screens.
Currently Hotstar has 1.7mn subscribers on youtube
Interactions are defined as the activities on the videos such as like, dislike, react or
comment. This expresses how much interest a particular video creates in the consumer. While

14
looking at the interactions by subscribers, we can see that the channel has a low interaction
level.
Clearly Hotstar’s interaction on Youtube is low even though the average viewership is high
i.e 29K

Top Posts on Youtube

 Watch Super 30 on Hotstar

Growth Chart Of Subscribers On Youtube Channel Of Hotstar

15
TWITTER
It is a social networking & online news service, which allows users to post and interact in
messages known as “tweets”. Users have to follow each other to get these messages, and if
they reply, it can be seen by all the users following the person “tweeting”. There were around
326 million active monthly users in this platform.

Hotstar also has a Twitter account which has 221K followers. The engagement level for this
platform is .096%, which either shows least interest by the users on this platform or weak
efforts by the brand. Although the brand has an average tweet level of 2.1, but it has only
0.046% average interactions per tweet which is very less seeing the follower base. The
maximum type of interaction comes in forms of “likes”, so the brand should make their
message such that it creates “replies” & “retweets”. “Mentions” in twitter are when, users
use the selected account in their posts. These mentions help increase the reach of the brand,
so they must respond positively to them
Top post on twitter
 India crush Windies. Was always a writing on the wall.
#ViratKohli #KingKohli #INDvWI https://t.co/Q7v1Vh03Tw

16
RECOMMENDATIONS

1. Hotstar needs to work to improve it’s search engine optimization. As per the analysis
it needs to foucs on improving it’s Meta descriptions and headings.
 Meta descriptions should not be of more than 300 words. The meta description
written should be such that it drives the person to click on the link. Meta
description should be specific should address the problem of the user.
 Headings- A heading tag differentiates the page from it’s main content. It is
important to use keywords in your content and heading to improve the search
engine optimization

2. Another recommendation for hotstar is that should focus on improving it’s social
media engagement. Some ways to improve the engagement would include-
 Post more frequently, Specially on Youtube
 Create polls and surveys
 Post more pictures instead of videos or links on Facebook
 Make use of relevant Hashtags
 Share other pages content on the social media

3. As studied above only 1.66% of the traffic is coming from social media hotstar should
focus on increasing it’s visibility on social media

4. As observed there is a sudden increase in viewership during sport events, Hotstar can
use such events to effectively be more active and focus on audience engagement on
social media.

17
AD WORD CAMPAIGN

18
REFRENCES
 Hotstar India watch report 2019
 https://www.social-searcher.com/social-buzz/?q5=Hotstar
 https://website.grader.com/results/Hotstar.com
 https://app.brand24.com/panel/analysis/?sid=458253384#d1=2019-12-22&d2=2020-
01-21&dr=4&va=1&cdt=days
 http://www.socialsamosa.com/2019/12/hotstar-india-watch-report-2019/
 https://blog.hubspot.com/marketing/seo-site-keyword-optimize-ht
 https://www.fanpagekarma.com/dashboard?h=ZhJgPrCW4#tabelle
 https://www.hotstar.com/in

19