What India's streaming shakeup means as JioCinema and Disney+ Hotstar merge into JioHotstar

The Indian streaming industry is on the brink of a seismic shift with the launch of JioHotstar, formed through the merger of Viacom18 and Star India under the JioStar joint venture. This consolidation brings together JioCinema and Disney+ Hotstar, two of India’s leading digital entertainment platforms, creating an entity with massive scale, content depth, and advertising potential.

With 500 million users, an expansive content library of three lakh hours, and the exclusive rights to marquee sports properties, JioHotstar is well poised to challenge established streaming giants like Netflix and Prime Video. But while its content breadth and data-backed targeting capabilities make it a formidable player, its success will hinge on its pricing strategy in a highly price-sensitive market like India.

Kiran Mani, CEO of digital at JioStar, emphasises that the platform’s goal is to democratise premium content. “At the core of JioHotstar is a powerful vision—to make premium entertainment truly accessible to all Indians. Our promise of 'infinite possibilities' ensures that entertainment is no longer a privilege, but a shared experience for all. By integrating AI-driven recommendations and offering streaming in over 19 languages, we are personalising content like never before.”

JioHotstar’s content slate, which caters to 1.4 billion Indians in 10 languages, includes Hollywood powerhouses like Disney, NBCUniversal Peacock, Warner Bros. Discovery HBO, and Paramount—a rare combination for any streaming service globally.

Unlike traditional subscription-based streaming models, JioHotstar aims to attract a wider audience by allowing free access to its vast library of shows, movies, and live sports. The platform offers subscription plans starting at INR 149 (US$1.72), a strategy that could disrupt the existing paywall-heavy landscape.

JioHotstar is betting big on sports as a key driver of audience engagement. Sanjog Gupta, CEO – Sports, JioStar, underlines the company’s ambition to redefine sports consumption. “Sports in India is more than just a game—it’s passion, pride, and a shared experience that unites millions. JioHotstar is revolutionizing how fans experience live sports, combining the best of technology, access, and innovation. Whether it’s the high-octane IPL, the drama of the Champions Trophy, or the electric atmosphere of a Premier League showdown, we are committed to delivering an experience that is as immersive as being in the stadium itself.”

The platform has already experimented with these immersive experiences beyond sports, such as the successful Coldplay’s Music of the Spheres livestream, demonstrating its ambition to lead in live entertainment.

This convergence of entertainment and sports ensures that JioHotstar is not just another streaming service—it’s an all-encompassing digital ecosystem. Its Indian content catalogue spans all regions, from television shows to original productions, while its extensive sports portfolio, includes IPL, ICC tournaments, Premier League, Wimbledon, Pro Kabaddi, and ISL.

Some innovations on the platform include ultra-HD 4K streaming, AI-powered insights and real-time stats overlays. It also offers multi-angle viewing and interactive fan experiences with a curated ‘culture’ and ‘special interest’ feeds.

JioHotstar is not just a content revolution; it’s a game-changer for advertisers. The combination of Reliance’s telecom infrastructure, Jio’s extensive consumer data, and Disney’s premium content creates an unparalleled opportunity for precision-targeted marketing.

The INR 703.5 billion ($8.5 billion) valuation of the JioStar joint venture, backed by a INR 115 billion ($1.33 billion) investment from Reliance Industries, reflects the enormous advertising potential embedded in the platform. Ajay Verma, managing partner at 0101.Today, sees JioHotstar as a pivotal shift for digital marketing.

“With over 120 TV channels, 400+ million paid subscribers, and exclusive rights to marquee cricket events, it promises a new era of hyper-personalised, data-driven marketing. The merger’s key strength lies in integrating viewer insights across digital and broadcast platforms, offering advertisers unprecedented precision in targeting audiences,” he had told Campaign earlier. However, he also highlights concerns over market consolidation, warning that JioStar’s dominance could reduce advertisers’ negotiating power and drive up costs.

Despite its strengths, JioHotstar’s biggest challenge will be getting its pricing right in a highly cost-conscious market. Netflix and Prime Video have struggled to gain mass-market traction in India due to their higher price points. JioHotstar, with its freemium model and low-cost subscriptions, could disrupt this dynamic.

Industry experts caution that while a low-cost, ad-supported model could unlock massive reach, JioHotstar must ensure that its ad loads and targeting capabilities do not compromise the user experience. Mandeep Malhotra, founder and CEO of Srishti Media, noted, “JioStar will leverage Jio’s vast consumer data and Disney’s content portfolio to deliver highly personalised, cross-platform advertising, creating cost efficiencies for large-scale campaigns. However, this consolidation of power could marginalise smaller advertisers and adtech firms, inflate ad prices, and raise privacy concerns as telecom and viewing data merge.”

While JioHotstar brings unmatched scale and technological prowess, the industry is divided on whether its dominance will fuel innovation or stifle competition. Rajnish Rawat, co-founder and CEO of Social Pill, articulates the double-edged nature of the merger.

“On one side, it offers unparalleled reach and premium content—ranging from IPL cricket to Disney and Bollywood classics—making it a dream platform for brands with deep pockets. This merger isn’t just about bigger numbers; it’s about creating India’s first true media titan, giving advertisers access to India’s most premium audiences under one roof. However, this consolidation shifts market dynamics, favouring large brands while potentially pricing out smaller advertisers,” he added. The evolving landscape could force smaller players to carve out niche offerings in areas like regional content, unique storytelling formats, and differentiated ad models.

JioHotstar marks a significant shift in India’s entertainment and advertising landscape, bringing together an unprecedented mix of content, scale, and technology. While its freemium model and expansive content slate position it as a strong rival to Netflix and Prime Video, its long-term success will depend on striking the right balance between accessibility, monetisation, and user experience.

For advertisers, JioHotstar opens new frontiers in targeted digital marketing, but concerns around market concentration and pricing power remain. As India’s media ecosystem continues to evolve, the challenge for JioStar will be to navigate its dominance responsibly while ensuring innovation, affordability, and competition thrive in the OTT space.

The question now is not whether JioHotstar will disrupt the industry—it already has. The bigger question is: How will the industry respond?