Gupta says this anticipation to see India play Australia and potentially win the trophy has led to a spike in advertiser interest. There’s high interest in the championship also because India hasn’t won an ICC trophy since 2013. As per ITW core estimates, the ad rates for the WTC finals ranged from about 2.7-3 lakh per 10 seconds on TV, whereas on OTT the CPM or cost per million ranges between 250-550. We also leveraged that and marketed the WTC finals in a big way during the IPL to drive audience traffic and fans from the IPL to the WTC finals,” he adds.Īs the official broadcaster for the ongoing ICC WTC finals, Disney Star has signed 15 sponsors for the Star Sports Network and 13 sponsors for Disney+ Hotstar across categories. “IPL actually served to generate a lot of interest because a lot of the players who were playing in even the playoffs are going to be playing the WTC finals. Sanjog Gupta, head, sports, Disney Star, says the company’s internal assessment is that both viewer awareness as well as their intention to watch the World Test Championship (WTC) finals is higher than any Test series prior to this. This means a section of the audience will watch premium cricket content free, and it might take even more time for other OTT platforms to undertake price hikes.”Offering cricket free may also lead to a bigger fall in Disney + Hotstar paid subscriber base, if continued over the medium term,” it said in a report.ĭisney + Hotstar dismisses any impact on viewership due to fatigue among cricket fans post IPL. The potential revenue impact, he noted, is close to 40-45%.”Īs per Elara’s assessment, more than 90% of OTT consumption is routed via smartphones, as connected TV penetration (8%-10% currently) remains low. Karan Taurani, VP, Elara Capital, estimates that with IPL going away, Disney+ Hotstar would have lost 14% of its subscribers over the last six months. Viacom18 won the digital streaming rights of IPL from 2023 to 2027 for Rs 23,758 crore, which was earlier held by Disney Star.ĭisney+Hotstar expects a cumulative reach of around 200-220 million for the ICC World Test Championship finals played across five days this includes television and OTT viewership.Īnalysts say Disney+ Hotstar is leaving no stone unturned after the recent subscriber and revenue setbacks during IPL.
FGII launches #MakeYourChoice campaign to celebrate proposition of choice
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