THE #1 DESTINATION TO BUILD YOUR BRAND
DISNEY+ HOTSTAR HAS MASSIVE SCALE ACROSS ENTERTAINMENT & SPORTS
Entertainment
192 Mn MAU
#1 TV Channel in Urban India
28 Mn Subscribers
Largest OTT Subscriber base in India
45 Mins/user/day
Highly Engaged Users
50% Primary Screen Viewership
Hotstar First Audience
100+ Targeting Cohorts
Sharp contextual targeting
Innovative Ad Formats
To maximize engagement opportunities
Sports
260 Mn MAU
Platform Scale during IPL
65% of all OTT Users Watched
Disney+ Hotstar during IPL ‘20 (Wk 1)
Significant reach aggregation within the digital
universe
25 Targeting Cohorts on Live Sports
Across Geo & Affluence
Innovative Ad Formats
Branded Cards, Social Feed, Squeeze Ups
 HOME TO THE MOST PREMIUM BRAND-SAFE CONTENT IN THE COUNTRY

CURATED 100% BRAND SAFE CONTENT

Stringent Quality Checks and SnP guidelines followed on all content

Disney Catalogue
Movie Premieres Popular GEC Shows Hotstar Specials
(Hindi, Tamil, Telugu)
All content may not be available for advertising
WITH SIGNIFICANT SCALE ACROSS KEY MARKETS

PAN INDIA 192 MN

PHCHP
16.4 MN (102%)

UP / UK
Delhi 17.2 MN (65%)
16.5 MN (132%)
BIHAR / JHARKHAND
RAJASTHAN 15.8 MN (139%) Disney+ Hotstar Scale =
7.8 MN (62%)
65%
MP / CHHATTISGARH TV Urban (ALL ADULTS 15+) Reach
10.7 MN (55%)
GUJ / D&D / DNH
10.6 MN (48%)

WEST BENGAL Significant reach in

13.5 MN (59%)
MAH / GOA regional markets as well
27 MN (56%)
ORISSA
3.8 MN (77%)
Maharashtra, Telangana, Tamil Nadu, Kerala
KARNATAKA
12.1 MN (56%) AP/ TELANGANA
contribute to ~40% of the total WT
19.7 MN (76%) on the platform

KERALA
TN / PONDICHERRY
4.5 MN (34%)
13.8 MN (43%)

*TV Reach comparisons MF 15+ Urban

PRIMARY VIEWERSHIP DRIVEN BY YOUNGER AUDIENCES IN URBAN MARKETS

Gender Age Affluence Device Price

65% Males 70% 18-34 85% NCCS AB (Free) 15% 20K+

35% Females 60% 25+ 1.3X AB Contribution (VIP) 40% 10-20K
30% 35+

Geo Language Cross-App Usage Devices

50% Top 8 Metros 61% Hindi 73% Shoppers 95% Mobile

80% 1 Mn+ Towns 11% Tamil 40% E-Walleters 5% Web
9% Telugu 25% OTT Lovers
 AN EVOLVED, EDUCATED CONSUMER BASE WITH INTERESTS SPANNING MULTIPLE ARENAS

Avid Traveller Educated & Affluent Audiophile

66% of Annual Travelers 40% are Graduates/Diploma 70% of consumers who like
15% of them travel abroad Holders to watch Music shows are on
Average Monthly Household Disney+ Hotstar
Income – INR 18,000

Premium Content Lover Auto/Durable Owner Cooking Aficionado

90% penetration in Paid OTT 70% penetration in Owners of 67% of “People Interested in Cooking“
Apps Audience Car + 2 W or are “Recipe Enthusiasts”
~40%-50% own a Washing Machine,
Fridge or Air Conditioner

Online Shopper Financially Secure Grooming & Beauty

66% of Monthly Online Shoppers 70% penetration in Investors of 2X indexed for Specialty creams like
77% Urban Indians who spend Stocks and MFs Acne, Lip Care & Blemish Control
>Rs 5000 in 6 months on online 63% penetration in Credit Card Users. Indexed positively across Hair Care
shopping Products like Shampoos & Conditioners

Source: Kantar World Panel, TGI Wave 2

THE LARGEST OTT SUBSCRIPTION IN INDIA WITH 28 MN+ PAID SUBSCRIBERS

Jan’20 - Dec’20 saw significant

increase in subscribers

5X
Growth in VIP User Base

2.5X
CTV Growth

WHAT’S DOES IT MEAN FOR AN ADVERTISER?

- 28 MN+ AFFLUENT, ENGAGED SUBSCRIBERS

- INDUSTRY FIRST, MOST EFFICIENT ADVERTISING

SOLUTIONS FOR VIP SUBSCRIBERS
 HOME TO THE MOST AFFLUENT & ENGAGED CONSUMER BASE ON DIGITAL

Consumer Profile:

80% of VIP consumers are 40% of VIP consumers are Female An avg VIP consumer has
in the 25+ Age bucket ( vs 35% on Non VIP) 50% higher watchtime/day
(vs 60% on Non VIP) (68 mins) on the platform

40% of VIP consumers watch Top 8 metros constitute

>1 hour of content per day ~80% of overall VIP consumers

Affluence:

30% of VIP consumers VIP consumer have 5X higher VIP consumers have 3X more
watch content on WIFI share on iOS Devices watchtime on English content
(likely to have Broadband service)
Source: Internal Analytics
 AND THE MOST EFFICIENT WAY OF REACHING AFFLUENT AUDIENCES ACROSS INDIA

DISNEY+ HOTSTAR IS 15% MORE EFFICIENT THAN

THE NEXT BEST ALTERNATIVE

3500/10s CPM

150/10s CPM 1400/10s CPM

280/10s CPM 176/10s CPM 280/10s CPM

Disney+ Hotstar
VIP Targeting Competing OLVs - E-commerce Shopper English
TV HD Niche Channels TV HD Mass Channels
Advanced targeting Targeting Print Dailies

TV: HSM U+R 15-40 AA

Source: Internal Analytics | Industry Estimates
DRAMA GENRE & HINDI LANGUAGE BIGGEST DRAWS FOR BOTH AVOD & VIP USERS

Kannada
English 1%
Others
4%
6% Marathi
Horror Drama Malayalam 2%
4% 40% 3%
Action
5% Bengali
9% Hindi
Mythology 61%
7%
Telugu
Family GENRE 9% LANGUAGES
8%

Romance Tamil
11% 11%

Reality
19%

GENRES THAT REMAINED OLD FAVORITES: REGIONAL LANGUAGES CONTRIBUTED 40% OVER THE YEAR
Drama, Reality, Romance
Grew from 34% in JFM’20 to 46% Contribution in
GENRES THAT SAW SPIKES IN REACH IN 2020: OND’20 on the back of Bigg Boss Tamil & Telugu
Comedy, Family, Mythology, Health & Fitness
Source: Internal Analytics
POPULAR TITLES CONTINUE TO GARNER HIGH SCALE AND DAILY VIEWING

HINDI GEC TOP SHOWS

8-10 MN monthly reach/show

20 Min Daily Watch TIme

67% Hindi GEC viewers come

daily to watch the show on Hotstar*

REGIONAL GEC TOP SHOWS

35 MN+ monthly viewers for all regional

shows

FREE MOVIES

35 MN+ monthly viewers

*2 Day Retention averaged over a 45-day period

IMPACT PROPERTIES CONTINUE TO SHOW A SIGNIFICANT GROWTH IN VIEWERSHIP & WATCHTIME

MasterChef Australia Dance + Bigg Boss Telugu

English Content HSM Content Telugu Content

40% growth in Reach 10% growth in Reach 53% growth in Reach

20% growth in WT 15% growth in WT 60% growth in WT
Females, Online Shoppers, Foodies, Males, Online Shoppers, Heavy Data Males, Gamers, Parents, Social Media
Families were dominant consumer Users were dominant consumer Adopters, News Viewers were dominant
characteristics characteristics consumer characteristics

~20% 46 mins BB Tamil & BB Telugu

of Viewers come to Disney+ Hotstar Avg WT/User/Day on Impact Were among the top 6 GEC titles
to exclusively watch Impact Shows = Shows = Engaged Audience on D+ HS in the past year
Incremental Reach for advertiser
THE LARGEST TV CHANNEL ON MOBILE IN URBAN INDIA

192
Mn
> 135
Mn > 121
Mn

DISNEY+ HOTSTAR Biggest TV Channel Urban India (Star Biggest GEC Channel Urban India (Sony
MAU Oct’20 Gold) Entertainment)

Source: Internal Analytics & BARC Urban panel

DISNEY+ HOTSTAR DOMINATES THE OTT VIDEO SPACE WITH 75% MARKET SHARE

Sony LIV (Unified)

21.7b (5.84%)
Disney+ Hotstar (Unified)
280b (75.54%) ZEE5 (Unified)
34.4b (9.27%)

Voot (Unified)
34.7b (9.35%)
Total Time

Source: App Annie; Watchtime metric (Jan’20 - Oct’20)

Video players like MX | Content Aggregators like JioTV not classified as OTT
 OUR AUDIENCES ARE MORE ATTENTIVE VS ONLINE VIDEO DUE TO LONG FORM CONTENT

COMPETING OLV’S

Comedy
3% News & Politics
1%
93% Film
5%
Ent Watch time from
videos > 20 mins due to Education
9%
Long Form Episodic Content

45 Mins
Watch time per user per day

Entertainment Music Videos

20 Mins (Clips + Old Archive 44%
Watch time/user/day on Episodes)
35%
each GEC show with typically
20-22 mins long episodes
OLV’s primary viewership comes from short clips
(3-5 mins long) which can be described as “snacky” content

Source: SocialBlade.com for OLV Content Consumption

LEADING TO HIGHER COMPLETION & ENGAGEMENT VS OLV ADS

85-95% Call To Action

Hotstar VTR vs Competition at 30-40% VTR

Skip Button

AD Counter
TAKEAWAYS FROM NEUROSCIENCE INDEX STUDY:

Hotstar ad engagement was 25-50% higher than Facebook and YouTube NEURO SUCCESS INDEX COMPARISON
due to absence of distracting elements like Skip Button.

SMP OLV
1/3rd of the average view duration on Skip Ads (8 sec) is spent staring at
the “Skip button”

Social Media Platforms (SMP): Average view duration is less than 5 68 55 44

seconds (for a 20 sec ad) NSI is a metric derived on the basis of:
1. Cognitive Load (Information Receptivity)
2. Arousal (Emotional Experience)
3. Motivation (Evoke Desire)
4. Visual Attention (which analyses the parts of creative
missed or focused upon)
Source: Neuroscience Index Study
A TRUSTED PLATFORM FOR THE BIGGEST BRANDS IN INDIA

REMAINS THE PREFERRED CHOICE FOR BOTH ESTABLISHED AND EMERGING BRANDS
 CREATE

LEVERAGE THE POWER OF CONTENT TO YOUR BRANDS ADVANTAGE

Exclusive destination for your content on Associate with leading star shows & Exclusive digital integrations on marquee
Disney+ Hotstar popular movies impact properties

Exclusive Showpage on Platform, Show/Movie Associations to move Logo Presence & Digital Exclusive
complemented with Promotional up message association and aided Integrations to increase
Inventory to Drive Views to Content awareness consideration in
Core Audience Segments.
 CREATE

MAKE POPULAR STAR INFLUENCERS THE CUSTODIANS OF YOUR BRAND

7 out of 10 top TV influencers are Hotstar faces

Based on volume of social media chatter

 CREATE

PARTNER WITH INFLUENCERS TO PRODUCE ORIGINAL CONTENT

Offerings

Self Shot Capsules by Vikas Khanna Milind Soman

Popular Influencers Celebrity Chef Partnered Fitness Icon, Partnered
with Quaker Oats with Listerine

Shoot or Footage Based

Content with Influencers

Mandira Bedi Rahul Subramanian Popular

Social Media Advocacy by
Actress & Sports Anchor, Youth Comedian Partnered
Influencers
Partnered with Rummy Circle with Rummy Circle

Leverage Multiple Influencers depending on the Social Media Advocacy by Popular Celebrities & Smart
Still Based Creatives using content produced to Utilisation of Ad Assets drive views & buzz around the
Influencers resonate with different Target Groups content produced
 AMPLIFY

HIGH IMPACT ASSETS TO MAXIMIZE REACH AND SOV ON KEY DAYS

Billboard Roadblock Preroll Takeover

(Static/Video)
70-80% SoV, 30 MN
100% SoV, 70-80 MN Impressions/Day, 10 - 12 MN
Impressions, 15-20 MN Reach Reach

Midroll Takeover Sustenance Takeover

25 MN Impressions/Day, 8 - 10 10 MN Impressions/Day, 5 -6
MN Reach MN Reach
 AMPLIFY

INTERACTIVE AD FORMATS TO ENGAGE YOUR CONSUMERS AND SUSTAIN TOMA

CTA Companion Carousel Lead Gen Webview

Drive Purchase Intent with Clear Call to Drive consideration – with product Drive consideration – With Drive last mile conversion - Price
Action features, variants, models reply to enquiries, Demos comparison /purchase
Avg Interaction Rates: 0.5% - 0.8% Avg Interaction Rates: 2% - 3% Avg 200-300 Leads generated 70% of Webview Delivery results in
in 4 weeks Website Interaction
 TARGET
ALONGWITH A SUITE OF TARGETING OPTIONS TO REACH CONSUMERS
RELEVANT TO YOUR BRAND

AUDIENCE
Age/ Gender/ Genre/ VIP/CTV
Carrier Device Price
Reach out to the audience that Geography Language Subscribers
fits with your core TG
Audience Targeting has shown uplifts in aided awareness in core TG

INTEREST

Auto Health & Fitness

Engage with the Audience that Music Lovers Sports Lovers Gaming Cohort
Enthusiasts Cohort
has the most affinity towards
your product
Utilising interest cohort targeting has shown above average uplifts in purchase interest
& message association

ADVANCED
Advanced Targeting Options for
sharper segmentation
Pincode Targeting/Phone Number Targeting
Retarget your audiences on Sequential Targeting
Custom Audience Target your consumers with
Entertainment
1P/3P Targeting to differentially different creatives depending on
IPL Ad Interactors
target audiences their consumer behaviour
Viewers of Premium Shows
Kids Content Viewers

Advanced Targeting Filters allow for sharper specificity & help in driving lower funnel metrics
 MEASURE
ALONGWITH THE ABILITY TO TRACK ALL THE METRICS RELEVANT TO YOUR
CAMPAIGN

Hotstar Internal Tracking Third Party Validation

Tracking Link shared with client giving access to campaign Allows implementation of 3P trackers to validate campaign
dashboard metrics

Metric: Clicks, Impressions

Ad Formats: Video, Native Display, Billboard

Metric: Demo Accuracy

Ad Formats: Video - non live

Metric: Viewability in-valid traffic

Ad Formats: Video - non live

Ad Impressions Clicks
Ad Completions Click Through Rates
Metric: Installs/Attribution
Ad Formats: Video
All metrics are given goal wise & ad format wise allowing for
optimization, if any, during the course of the campaign
THANK YOU