JioHotstar has launched in the UK, Canada and Singapore, beginning an international expansion strategy aimed at taking its large multilingual Indian entertainment catalogue beyond its domestic market and targeting both the South Asian diaspora and wider global audiences.
The Disney-backed streaming service is entering the three markets with more than 160,000 hours of programming across over 12 Asian languages, covering television, films, original productions, regional entertainment, non-fiction, children’s programming and anime.
JioHotstar plans to add more than 30,000 hours of programming annually as it builds out its international proposition.
Originals anchor international content slate
The international service launches with original productions including Ali Baba Aur Chaalis Bhoot, Prince of Mollywood, Part Timers and The Court.
Its wider series library includes Criminal Justice, Special Ops, Asur, Aarya, Heartbeat and Kerala Crime Files.
Films available through the service include Dhurandhar, Kesari Chapter 2, 12th Fail, Kill and Chhichhore.
JioHotstar will also carry programming from JioStar television networks including Star Plus, Colors, Star Vijay, Asianet, Star Jalsha and Star Pravah.
The breadth of languages and regional programming is central to the international strategy, allowing the platform to address different South Asian communities rather than relying predominantly on Hindi-language entertainment.
JioHotstar brings interactive viewing to international markets
Interactive features form another major part of the international proposition.
Subscribers across the UK, Canada and Singapore will be able to participate in live voting for Bigg Boss across six language editions.
Viewers in the UK and Canada will additionally receive access to 24/7 live feeds associated with the programme.
Canadian subscribers will be able to watch Bigg Boss Hindi seven days ahead of its television broadcast.
The company is using these capabilities to differentiate the service from conventional on-demand streaming libraries by encouraging audiences to participate directly in entertainment formats.
Programming windows vary between markets
JioHotstar is also experimenting with different relationships between streaming and traditional television distribution.
Selected programmes in Singapore and Canada will become available through the streaming service before their television broadcasts.
UK audiences, meanwhile, will receive simultaneous access alongside linear transmission.
These release strategies could make JioHotstar particularly attractive to diaspora audiences seeking immediate access to programming rather than waiting for international television schedules.
Quarterly subscriptions added alongside annual plans
JioHotstar is available across mobile devices and connected TVs through Apple’s App Store and Google Play, while UK customers can also access the service through Sky Glass and Sky Stream.
The company has introduced quarterly subscriptions alongside annual packages in all three launch markets.
UK subscriptions are priced at £19.99 per quarter or £69.99 annually. Canadian customers will pay C$19.99 quarterly or C$49.99 annually, while Singapore subscriptions cost S$29.98 per quarter or S$69.98 per year.
Existing Hotstar subscribers will automatically migrate to equivalent JioHotstar subscriptions.
JioStar targets audiences beyond South Asian diaspora
Although the South Asian diaspora provides an established customer base, JioStar is positioning its international strategy around a potentially broader audience.
Amit Malhotra, Head of International Business at JioStar, said the company sees an opportunity to rethink streaming around how audiences discover, engage with and participate in entertainment rather than competing solely on catalogue size.
“South Asian audiences have a deep connection with Indian entertainment across languages, generations and households,” Malhotra said.
“At the same time, global audiences are increasingly seeking stories and cultures beyond those of their own. We see an opportunity to build for this broader, underserved global audience, not simply export an Indian streaming service to new markets.”
Source: MEA Tech Watch Press Reporter
