➢ Disney+ Hotstar operates on a

freemium model in India where it

offers some content on a free
ad-supported model, unlike
Disney+ which only offers paid
subscriptions

➢ Disney+ Hotstar also offers its

(Product Teardown on User Onboarding) subscriptions at a significantly
lower rate than Disney+ to
➢ 50M subscribers (36.4% of total Disney+ subscribers
subscribers)
➢ Founded in 2015, rebranded to Disney+Hotstar ➢ 4M people users added last quarter
in 2020 due to the ongoing IPL season, this
was half of the people added by
Products & Services Top competitors in India:
Disney+ in the quarter globally
● Video Streaming ● Netflix
● Tv Content ● Prime Video
➢ Started producing original content
● Movies ● Voot
in 2021
● Sports ● Zee5
● Web Series
User Persona
Nishtha, 28
💼 Consultant
🏢 Gurgaon
➢ Usually watches a
movie/series with friends on
weekends
➢ Not interested in sports
➢ Usually gets recommendations
from friends on what to watch
next
➢ Likes company(friends/family)
while watching some content
➢ A fan of documentaries and
manga
Aditya, 24
💼 Data Scientist
🏢 Banglore
➢ Spends between 1 to 1.5 hr in
commute on weekdays during
which he watches videos on
mobile
➢ F1 fan and looks forward to
watching races on weekends
➢ Shares his hotstar account
with friend as he feels the
charges are high given his
use case
 User Journey
1 Login CTA 2 3
missing for Subscribe/
existing LogIn CTA
users comes
only after
user
interest
has
peaked
No
information
about Movie’s
Rating/ Cast/
Director to
spike user
interest
 User Journey
4 5
2 step process For users logging in
for existing users through
to login Facebook/Email ID,
this becomes a
2step process
Downloads,
Watchlist, Prizes
section is LogIn through
redundant when a mobile number
user has not being the primary
logged in method.
Auto-reading of
Users can OTP makes logging
explore content in easy for the
without the need user.
of logging in first
 User Journey
6 7
Permanent Repetitive
prompt to push Recommendations
user to upgrade
package
Advertisement
on top of home Direct
page hinders recommendations
UX for new user based
on their location.
Asking their
preferred
languages, genres,
artists, movies, etc.
before showing
Low color contrast home screen will
between active enhance quality of
section and others recommendations
 User Journey
8 9

Trailer of selected
movie/series is
shown.
User can slide to
watch trailer of other
recommendations.
Download option
for series missing
Can add a ‘Remind
Me’ CTA, where user
will be notified at
selected time to
watch the content Button visibility low
 User Journey
10

No option to
freeze screen so
that any
unintentional
touch/
notifications do
not hamper
viewing
experience
User can only skip to the next episode while
viewing in landscape mode.
Needs to switch to portrait mode to select a
particular season/episode the want to watch next
 User Journey
11
12 13

Add a 1-click
spot visible
to user for
referrals
First time
Prizes/
Referral program
Watch N
mentioned only
Play are
once to the user
mentioned
to the user
 User Journey
14 15 2 step process
to select a
Subscriptions specific to channel/
user needs/timelines can language/ genre
be created user wants to
1) Weekend only search from
package
2) Sports specific
package
3) Regional Content
specific package Popular
4) Student package recommendations
based on user
Only yearly options
profile
available to upgrade
 Metrics
Company Metrics
DAU:MAU -> Helps measure engagement on
platform
No. of users subscribed to new plans ->
Helps measure the requirement of new plans to
increase users
Total time spent -> Helps measure the value
our platform is adding to users
Adoption Metrics
Clickthrough rate on Freeze button -> Helps
measure the value this button adds
WatchNPlay active users -> Helps measure
the increase in engagement
Nextleap
Performance Metrics
Clickthrough rate on navigation bar -> Helps
measure effect of changing color contrats
Number of users using search customization
-> Helps measure usability of this feature
Clickthrough rate on referrals -> Helps
measure if users are finding value in our product
to refer it to others
Revenue Metrics
Number of sign-in -> Helps measure the
interest spiked in users by viewing content
available
Conversion of users from existing
subscription packages to new ones -> This
will result in loss of revenue and needs to be
measure to keep under control
Sudhanshu Bhatia