Issuu

Growth Product Management Specialisation Industry Project

Name

Email id

Avi Tankaria

avitankaria@gmail.com

Ojas Joshi

ojas.joshi3@gmail.com

Sushant Nikam

nikamsushant4@gmail.com

Mithvin Kousthub C M

mithvinkous@gmail.com

About the Project OBJECTIVE You should be able to devise strategies to drive the growth of an existing product or service by leveraging insights from user data and also by applying your own knowledge. KEY REQUIREMENTS You will require a thorough understanding of all the topics covered in the base program and the first five modules of the specialisation track to perform the tasks in this project. DESCRIPTION Disney+ Hotstar is India’s leading online content streaming platform offering content ranging from sports, movies, news to TV shows. It has a user base of more than 300 million. Hotstar is the only online streaming platform in India to effectively bring sports content along with exclusive content from Disney. Hotstar is accessible across multiple devices, TV, mobile, Chromecast and other formats. Initially, Hotstar’s strategy was very different from those of Netflix and Amazon Prime Video. Hotstar first started as a free content platform with ads as a monetisation lever. It eventually decided to take up a model similar to those of Netflix and Amazon Prime and launched its subscription offering with a free tier that is ad-supported and the VIP and Premium subscription plans. 2

About the Project KEY ELEMENTS TO CONSIDER Riding high on the live streaming of the Indian Premier League, Hotstar expanded its base to more than 100 million monthly active users. The company built technology for live streaming of cricket matches and built products like ‘Watch N Play’ to engage the users. While cricket has been one area of strength for Hotstar, the platform also brought exclusive content from Indian content creators as well as from outside India, which is another reason for the rapid growth in the number of its active users. While Hotstar has a huge monthly active user base, a large portion (more than 70%) of users do not purchase any subscription plan and instead use the free tier of Disney+ Hotstar. Now, based on your understanding of the case, answer the questions in the document given below. Note: ● The entire project is divided into five different parts and you have to perform seven tasks in order to complete this project. ● Kindly adhere to the submission guidelines to avoid any loss of marks. ● You have to add this presentation and the Word document in a ZIP folder and upload it in the submission section on the platform. 3

Submission Guidelines Task Market Sizing

Competitor Analysis

Submission Guidelines ●

Perform the market sizing, and add the calculations and all your analysis in this document.

●

Perform the competitive analysis based on the parameters mentioned in the problem statement, and add your response to this document.

●

Submit the hypotheses, questionnaire and your insights from the user interviews in this document. Add the Google drive link for the interview video snippet in this document. You can conduct the interview over any video conferencing app and share the screen recording for the same. (Note: Kindly make sure you change the edit access of the video file to ‘Anyone on the Internet’ before you share the link. If you do not provide access to the file, you will not be awarded any marks for it) Add the data gathered during interviews to the word document provided on the platform.

● User Research ●

Submission Guidelines Task

Submission Guidelines ●

Building Product Artefacts

Product/Market Expansion Using Ansoff Matrix Building Growth Strategies Building Product Roadmap

●

Add the responses for user segmentation and user beliefs directly in this document. Create user personas using UXPressia, then export the images of user personas in the PNG format and them to the Word document provided on the platform.

●

Build the growth strategies for all the four quadrants of the Ansoff Matrix, and add all your analysis in this document.

●

Analyse the data set provided on the platform, and add responses to all the questions in this document.

●

Perform the entire analysis, and add your response to this document. 5

Industry Project Part 1

Task 1: Market Sizing •Total users interested in subscription plans of Disney+Hotstar

(In India) •Indian Population is 1.3 Billion •Indian Rural - Urban split is 60-40 •Neglecting the Rural population as they have limited income and will prefer watching for free. •In urban, the age split can be defined as, •Below 16 years - 30% •17-45 - 40% •Above 45 - 30% •With rising OTT platform awareness, students below 16 are also logging in but these can be safely assumed to be using a

shared account with family/friends.

Task 1: Market Sizing contd… Since Disney+ attracts kids, we can assume 5% of this audience to have a paid subscription. Amongst the other two age groups, it is safe to assume that 50% don't pay for content and 50% do. Therefore the approximate number of paying subscribers can be calculated as, Below 16 years = 0.05* 0.3*0.6*1.3 Billion is 11.7 Million 17-45 = 0.4*0.6*1.3 Billion is 312 Million Above 45 = 0.3*0.6*1.3 Billion is 234 Million 50% of 17-45, Above 45 is 273 Million.

Task 1: Market Sizing contd… Therefore, total paying subscribers is 273+11.7 = 284.7 Million Or 285 Million TAM is 285 Million In Urban, Internet penetration can be assumed at 60%,

SAM is effectively 171 Million Since Hotstar offers 2 devices per subscription, we can assume that 3/4th will have a unique subscription SOM is 128 Million 9

Task 2: Competitor Analysis

Disney+ Hotstar is India's second-biggest OTT platform. Novi Digital Entertainment, a subsidiary

Star

India,

owns

the

Indian

over-the-top

streaming

platform

Disney+Hotstar. Due to its effective services and high exposure, the organization is a market leader in India. We will understand Disney+Hotstar's SWOT analysis.

Task 2: Competitor Analysis 11

SWOT Analysis of Disney+Hotsar Strengths of Disney+ Hotstar 1. Continuous video playback Disney + Hotstar's video streaming platform is adaptable. This will automatically play the highest quality video based on the bandwidth currently available at that location. In addition, viewers can choose the video quality that suits them best. 2. Smart search The most important feature of Disney + Hotstar is to provide accurate search results and instant autocomplete recommendations.

3. Content catalog Disney + Hotstar is constantly updated and broadcasts the latest TV shows and movies from India and around the world. 12

SWOT Analysis of Disney+Hotsar 4. Special content Disney + Hotstar's greatest strength is its fame for its Star India program and exclusive programming.

5. Accessibility Disney + Hotstar is available for both Android and iOS devices. And anyone can follow the official web page.

SWOT Analysis of Disney+Hotsar Weaknesses In addition to their strengths, the majority of organizations also have many weaknesses. Companies may develop ways to remedy their weaknesses. Disney + Hotstar is one of the most popular companies, but it faces challenges that can hinder growth. 1. Niche content This platform contains only non-generally approved, family-friendly materials. And while it focuses primarily on cricket, others aren't considered as much as cricket. 2. It costs money to watch TV content

Viewers choose to watch the show on TV rather than on the OTT platform, primarily because they provide programs that are already accessible on TV. 3. Regional content Disney + Hotstar has created only 8 regional content so far, with an average score of 5.9. Therefore, it seems that its local content portfolio collection needs to be strengthened in the future. 14

SWOT Analysis of Disney+Hotsar Opportunities The economy is constantly changing due to rising demand, which benefits companies seeking significant development. The following are one of the key market possibilities that a company may acquire. 1. Acquisition One of the company's best opportunities is to get all copyrights and reservations from other mass media companies such as Marvel and Fox Star Studios. Acquiring a large media company will help the company grow. In addition, it has the potential to work with large companies to accelerate global expansion. 2. Educational Platform Today, as all students choose digital education over traditional classes, the company has begun releasing educational films, and IIDE students are online video and industry professionals.3. Lower the price of your subscription Children across the country are very active in sports and special packages, so they prefer sites that offer all of this at a discounted price. In addition, women at home love to see lots of comedy and daily soap, so lowering costs could attract many new business partners. 15

SWOT Analysis of Disney+Hotsar Threats 1. Tough competitors Disney + Hotstar opponents are one of the most serious dangers. Some online alternatives, such as Netflix and Amazon Prime Video, are preferable to Disney + Hotstar. Therefore, businesses need to create their own content that invites people to switch to Disney + Hotstar. 2. Addiction Teenagers these days are tech savvy. That is, they are less focused on their studies and more glued to the OTT platform. This has resulted in a negative brand image of the OTT platform from a parent's perspective. 3. Price fluctuations of competitors Netflix has reduced membership prices and encouraged customers to join Netflix instead of Disney + Hotstar.

4. Unlock When the blockade took place, the general public was accustomed to watching movies on the OTT platform, and many major production companies also published hindiwood movies on this site. However, when you unlock it, the situation returns to what it was before the lockdown. This turnaround is impacting Disney + Hotstar's revenue. 16

SWOT Analysis of Disney+Hotsar Strengths

Weaknesses

Opportunities

Threats

Continuous Video Playback

Niche Content

Acquisitions

Tough Competitors

Smart Search

Expensive to Watch Tv Content

Lower the Price of Subscription

Addiction

Content Catalogue

Regional Content

Educational Platform

Competitor’s Price Fluctuation

Extraordinary Content

Unlock

Accessibility

SWOT Analysis of Amazon Prime Strengths 1. Great Entertainment Prime Video is a great entertainment platform. People like to watch some entertainment shows after a busy day. Prime members have access to Amazon's original movies, regional movies, blockbuster movies such as Bollywood movies, and more. Being an excellent entertainment platform is a major strength of the brand. 2. Many Benefits Prime Video brings many benefits to one membership. Currently, Prime membership includes ad-free music and unlimited free and rapid delivery of some items. It also provides exclusive access to many transactions and more.

SWOT Analysis of Amazon Prime 3. Watch Anywhere Prime Video provides the flexibility to watch shows and movies from anywhere using the Prime Video app available on the web or on any gadget. This is another strength of the brand, as membership users can watch it from anywhere, using any platform. 4. Watch Offline Prime Video members also have the flexibility to download and save to their device. Members can then view it at their convenience.

5. Data Saver This is another strength of the brand that controls data usage when downloading and watching movies on selected cell phones and tablets. This is a big plus for brands as it doesn't consume much of the user's internet data.

SWOT Analysis of Amazon Prime Weaknesses 1. Original Content Promotion

Prime Video lacks the original content promotion on social media platforms. Generally, brand awareness of any product and its relative sales are often done on social media platforms. 2. Main Interface The main interface of Prime Video is very tedious. Also, it is not as easy to use as other top streaming service brands. This is a weakness of the brand due to its lack of areas of user experience, simplicity and visual storytelling elements.

SWOT Analysis of Amazon Prime Opportunities 1. Third-party Entry Points Prime Video is a third-party entry point, finding significant opportunities for watching platforms such as devices, smart TVs and projectors. Today, many smart TVs also feature Prime Video and streaming devices. You also need to challenge more entry points.

2. Increase Subscribers Prime Video needs to increase its subscribers so that it has more opportunities to offer more services. The current trend is online streaming, and cable cuts see a great opportunity for Prime Video to increase subscribers.

SWOT Analysis of Amazon Prime Threats 1. Competitors Prime Video has the most serious threats from its competitors. There are many competitors such as Netflix, DirectTV and Hulu. New streaming entrants threaten Prime Video and increase its competitors. 2. Free streaming Prime Video is also aware of the high threat to free streaming services using pirated services. This also tends to reduce subscribers. In the current scenario where the global economy is being hit, many customers are spending tightly, and with the Prime Video service included in their subscriptions, it's easy to attract content to download. 3. Regulation Prime Video faces several rules and legal challenges to the tech sector, which threatens the brand. The service has been blocked from use in some countries, which hits subscribers and impacts their growth potential.

SWOT Analysis of Amazon Prime

Strengths

Weaknesses

Opportunities

Threats

Great Entertainment

Original Content Promotion

Third-party Entry Points

Competitors

Many Benefits

Main Interface

Increase Subscribers

Free Streaming

Watch Anywhere Watch Offline Data Saver

Enable 5G

Regulations

SWOT Analysis of Netflix Strengths 1. Growth Introduced over the years, Netflix has become a very powerful brand for online content streaming around the world over the last decade. Its growth has been huge over the years, and it is certainly a great strength for the brand. 2. International customer base Netflix serves approximately 190 countries around the world and has a strong customer base on a global level. Netflix sees about 137 million subscribers and provides the company with a strong bargaining power and a studio to protect exclusive content.

SWOT Analysis of Netflix Uniqueness Another strength of the brand is that Netflix has produced high quality, original content over the last few years. Some of the original shows include Narcos, Stranger Things, Oranges and Mindhunters. Their original show was so popular that Netflix subscribers continued to grow quarterly. When they produce and deliver unique products, customers prefer to see them as they are not seen on other platforms. Cheap Netflix's pricing strategy is strong against its competitors. Netflix pricing plans are well designed, affordable and offer great value. Netflix subscribers can watch free movies and watch them on any device. It's also cheaper than going to a cable movie or cinema. There are also a wide range of options for that plan. Netflix Premium Plans are available at a higher price.

SWOT Analysis of Netflix Weaknesses 1. Increased operating costs Unique content created by Netflix offers a competitive advantage, but the cost of that content continues to grow. Spending on Netflix's various operating costs has increased significantly and continues to increase each year. This is a major weakness for brands as it affects profitability. 2. Less copyright Netflix does not own most of the original content, which has a significant negative impact on the company. Content obtained from other studios is entitled to a certain period and will expire after a few years. Also, such content will be visible on other websites. In this way, Netflix tends to lose customers, which in turn loses its brand image. 26

SWOT Analysis of Netflix 3. Increased debt

Netflix serves a variety of content and is served in many countries around the world. Setting up this kind of environment also requires a lot of planning and funding. This amount will continue to be added to Netflix's long-term debt and will also fund new content. For this reason, Netflix debt continues to grow each year, and if debt is constantly rising, it's certainly a sign of brand weakness.

SWOT Analysis of Netflix Opportunities 1. Expansion of customer base With a vast customer base, Netflix can enter many other countries and expand its services and its subscribers. The company can start targeting other countries that are not currently in business. Recently, Netflix has expanded its business, expanded its business in several countries, and expanded its business list. Currently not available in many markets such as North Korea, Crimea and Syria. 2. Revive the content library Netflix believes that increasing contracts with many other movie distributors will give it more opportunities to expand its content licenses. Netflix will generate its own content and will need to keep updating its content library.

SWOT Analysis of Netflix 3. Alliance Netflix needs to partner with many telecommunications providers to offer excellent packaging in many other countries. By forming various partnerships and alliances with them, Netflix can bring many benefits. In the past, Netflix has partnered with Channel 4.

SWOT Analysis of Netflix Threats 1. Competitors Netflix isn't the only company that offers digital streaming, so there are many competitors. Many brands offer streaming services. Therefore, Netflix sees many competitors and continues to grow. Some of the top brands that compete with Netflix include Amazon, HBO, YouTube and Disney + Hotstar. 2. Government regulation Netflix services have strict government rules. These are threats to Netflix and the limits vary in many countries. 3. Copyright infringement

This is at its peak as brands pose a threat of digital piracy and many people around the world have many ways to download online media content. This is a serious threat to the brand.

SWOT Analysis of Netflix Strengths

Weaknesses

Opportunities

Threats

Growth

Increase in Operational cost

Increase in Customer Base

Competitors

International Customer base

Fewer Copyrights

Revive Content Library

Government Regulations

Uniqueness

Increase in Debt

Alliances

Piracy

Task 2: Competitor Analysis

UI UX- Disney+Hotstar vs Netflix vs Prime Video 32

The Disney+ Hotstar Homepage •

The first thing that stands out on the Disney + Hotstar home page is the autoplay trailer carousel at the top of the page. This is a great way to get users hooked on admission. However, what seems to be missing is the CTA that distinguishes the trailer as practical.

•

The second thing that is hard to ignore is the disproportionate amount of blank space in the layout. Disney + apps make heavy use of landscape thumbnails, unlike other streaming apps that use portrait thumbnails almost exclusively. This allows you to fit more rows on one screen, but it also means more gaps between the rows.

•

Users may not be able to place their finger on the exact problem with this layout. But this is what makes it feel a bit unintuitive. Unless you're using a horizontally-supported tablet, mobile users will, of course, turn their device vertically in most cases. Laying out content vertically seems like a more natural choice in designing a mobile experience. 33

contd.. •

Disney + seems to derive some of the design of the app from Web UX, but it may not translate well in the touch-based mobile experience. They deviate from the convention with muted thumbnail overlays and small play icons. These deviations may not be very effective for conversions, but "we're not worried. They'll understand it for themselves."

The Netflix Homepage •

At first glance, Netflix's home layout seems to be more focused than the other two apps. At the entrance, a single content layout occupies two-thirds of the screen and focuses on one key item. In the above example, the main item is the emoji movie.

•

There is also a lot of emphasis on Netflix's involvement in design. Action buttons such as Play and Add to My List just below the recommended content make it easier and easier to work with. The large play icon in the thumbnail under Continue Watch also has a clear and direct feature for users to tap.

•

It's worth noting that Netflix has your name in the section titles to give it a personalized feel. When it comes to personalization, Netflix's support for multi-user configuration offers significant benefits, especially for cohabiting users who share the same account but have different tastes. Personalized content for each user eliminates the need to sift content that is not relevant to the user's interests. 35

The Prime Video Homepage •

On the home page, I started by changing the information card from landscape to portrait. We decided to change this so that users could see more content on one page. In my research, I found that it takes 3 minutes for the average user to find and scroll through what they want to see. Showing more options on one page can reduce infinite scrolling. To make the new card interactive, there is a descriptive overlay that provides more information about the highlighted show.

•

To further address the content search issue, we created an interactive scrolling feature at the top of the page. Users can scroll to select a genre.

•

Users find it difficult to distinguish between key content. To resolve this issue, we've moved the Prime Video bar to the bottom of the Information Square. By making it wider and longer, it is easier for all users to see.

Disney+ Hotstar Categories In the intuitive design topic, the Disney + Hotstar category page is the furthest away from the home page layout, the trailer carousel is removed, and the category home page switches to a portrait thumbnail.

UI/UX snapshots: Disney+Hotst ar

UI/UX Impressions: Disney+Hotstar From left to right: Category Home, Original Category, Coming Soon Category There is a clear inconsistency in the way content is laid out in categories. Some might argue that Disney + Hostart was intended to make a clear distinction between content and trailers, using portrait and landscape thumbnails, respectively, but it's still something to worry about. First, it's clear that the trailer not only shows vertical thumbnails on the home page, but it's also not meant to distinguish them. Then, if you decide to use portrait thumbnails in your category, leave an awkward amount of white space so that they easily fit in another column of thumbnails. With great care, Disney + Hotstar design discrepancies can be annoying, and wondering is only a matter of time — is this design direction deliberately unconventional, or less well thought out? Isn't it? 39

UI/UX Impressions: Netflix Netflix Categories Netflix category pages preserve your home page layout. Following a single recommendation from the selected category, the Continue Watching section and other recommendations. This is great. This is because being difficult to adapt to the eyes also means that there are more points in the intuitive UI. Aside from that, the Categories homepage is highly scannable and makes up for some of it. Widely spaced categories and small thumbnails allow many thumbnails to fit on one screen, perfect for quick browsing. 40

UI/UX Snapshots: Netflix

UI/UX Impressions: Netflix Of all the categories, today's top 10 (your country) are getting a lot of attention in a way that breaks the layout structure with a large ranking number next to each thumbnail. Netflix is great for getting people to pay special attention to selected items by highlighting one selected category, similar to what was done with featured content.

UI/UX Impressions: Amazon Prime Video Prime Video Categories Prime Video category pages preserve your home page layout. Following a single recommendation from the selected category, the Continue Watching section and other recommendations. This is great. This is because being difficult to adapt to the eyes also means that there are more points in the intuitive UI.

UI/UX Snapshot: Amazon Prime Video

UI/UX Impressions: Amazon Prime Video

At first glance, the Prime Video category page looks like the Disney + Hotstar page, but the thumbnails and categories are closer together and you can make the thumbnails larger. As with Netflix, users can get a more immersive experience here because the screen feels "full" even though there aren't many thumbnails that fit on one screen.

Search Functionality: Netflix

Search Searching on Netflix

Search Functionality: Netflix • Netflix search: (left) before entering the search bar, (right) after entering the search bar

• Before you type in the Netflix search bar, you'll see a list of the most searched content before you type in the search bar. The title is in and next to the thumbnail, and the play icon to the right of each line clearly indicates that the card is clickable. Entering the search bar will take you to a standard 3x3.5 layout with portrait thumbnails. • Overall, as always, Netflix has spared no expense to utilize every pixel on the screen. This demonstrates their commitment to optimizing the viewer's experience, even for viewers watching on small cell phones. 47

Search Functionality: Disney+Hotstar

Search Searching on Disney+Hostar

Search Functionality: Disney+Hotstar • Disney + Hotstar Search: (Left) Before entering the search bar, (Right) After entering the search bar • Disney + Hotstar also recommends popular content on the input page in front of the search bar, unless there are almost no small thumbnails and CTA buttons. If you take a closer look, the default search page feels uninspired for several reasons. • The content is imbalanced. White space occupies more screen area than the content itself.

• Their popular category looks empty and unattractive, which defeats the purpose of the nomination list. • However, it's good that they make up for it when the user starts typing in the search bar. Despite the strange selection of landscape thumbnails (again), the screen is well filled with content. 49

Search Functionality: Prime Video

Search Searching on Prime Video

Search Functionality: Prime Video • Unlike others, Prime Video does not offer pre-filled suggestions. Instead, a list of clickable categories is displayed in text. This is a much simpler approach, but you may be skeptical about your design choices in terms of how attractive it is to your users. After all, a list of delicious text vs thumbnails that you can lick them? !! I'll leave it to you to ponder it. • But the undoubted plus is that you feel the random buttons. This is a unique addition to those who haven't searched for a specific title and are here for fun. • Proceeding to the next step, the layout after typing will use standard 4x4 tiles with vertical suggested thumbnails. Netflix thumbnails are small, but you can pack a lot of content on your screen. 51

Content: Disney+Hotstar

Disney+ Content

Content: Disney+Hotstar Disney + Hotstar Content Layout: (Left) Movie, (Right) TV Show • On the Disney + Hotstar content page, all CTA buttons are in the same hierarchy. The Download, Watchlist, and Share buttons all share the same scale and color, so they may not be very effective in invoking actions. • What seems to have missed the opportunity is the play button. It looks a little calm and monotonous. Instead of chucking it in a color that matches the app's base colors at the bottom left of the featured image, they could do more to give it a pizza. • However, one of the unique features of this app is the Language Switching tab, which allows you to view all available dubs and instantly select a language before playing the content. It supports multilingual users and can help facilitate click-through in a diverse user base. 53

Content: Netflix

Netflix Content

Content: Netflix Netflix Content Layout: (Left) Movies, (Right) TV Shows • Immediately on the Netflix content page, it's clear that the Play / Resume button is very important. It just pops as an object with the highest contrast and the width of the entire screen. Just below the importance hierarchy is the Download button just below it, which has the same scale and low contrast. • For resumable content, it is useful that the circle around the play icon in the feature image is red, which matches the progress bar. This not only automatically groups the two elements and prompts the user to resume viewing, but also makes a clear distinction that they have played the content before. 55

Content: Prime Video

Prime Video Content

Content: Prime Video • Prime Video offers a more detailed approach using content pages. With additional information such as ratings for each episode, detailed cast and crew, awards and praise, the content page looks very full. For some, this may be cluttered off.

• The text has already filled the page, so the CTA and navigation buttons can't afford to take up a lot of space. Prime Video has combined a circular progress indicator with a play icon for the featured image of the content. I pushed a small download button below the featured image and content summary. Compressed season selection buttons to minimize space.

Playback: Disney+Hotstar

Playback: Disney+Hotstar • Not surprisingly at this point, Disney + behaves a bit differently. • During playback, the app allows the user to select their preferred streaming quality (auto, high, medium, low) under the playback settings. This bandwidth-saving control is ideal when you need the option to reduce data usage when streaming with mobile data. However, based on past discussions about YouTube quality selectors, most people prefer to stream at the highest quality by default and don't enjoy manually changing the video quality every time they see something.

• This feature may be useful on platforms like YouTube, where most videos are less than 10 minutes long, as users are more likely to watch videos on mobile data. However, most streaming platforms like Netflix and Disney + with more than 30 minutes of content watch with unlimited data or WiFi. Therefore, the question remains. Do you really need a quality selector here? 59

Playback: Disney+Hotstar

Netflix Playback

Disclaimer: Due to restrictions from the Digital Rights Management, screenshots in this section are from web clients.

Playback: Disney+Hotstar • With Netflix, playback speed control, which allows users to choose to stream at 0.5x, 0.75x, 1x, 1.25x, or 1.5x, is a particularly useful feature for users with blindness or hearing loss. People with hearing loss who are heavily dependent on reading subtitles can take longer to speak, but studies of human hearing show that visually impaired people are more likely to process audio faster. Therefore, you may prefer faster playback. This simple feature is a huge benefit to accessibility.

• As a time-saving control, Netflix has the standard Skip Intro and Play Next Episode buttons, as well as allowing users to browse the episode catalog and switch directly to another episode without leaving the player. There is an episode picker that you can do. There's also a skip control around 10 seconds that you can gesture with a double tap on both sides of the screen, and a native slider to adjust the brightness without going through the device's pull-down menu.

Playback: Prime Video Prime Video Playback

Playback: Prime Video

• Things look pretty simple on Prime Video. • Check the episode picker in the player that is working. Check the skip control around 10 seconds. Check the pop-up menu for audio and subtitles. Check the volume and full screen controls. • There's nothing worth screaming here, but they definitely cover the essence.

Features of Disney + Hotstar, Netflix, Prime Video

Disney +Hotstar features • You can download and view the entire platform content library offline. After the first boot without restart or monitoring options, Disney immediately moved to fix the failure. • There are also standard features such as kids' mode and multiple profiles. Perhaps the most interesting aspect is that you can request that you add the show or movie to your library.

Netflix features • Netflix comes with several features that make streaming a seamless and accessible experience. You can set up multiple profiles so that every member of your household can create their own watchlist to get personalized recommendations. There is a special kids profile where you can set parental controls. Streaming works well on all Netflix compatible devices. • In addition, you can download content from Netflix for offline viewing, closed captioning and subtitles, and adjust playback speed. Audio guides are available for many titles. There's a Skip Intro button for when you're in a hurry, and the service automatically plays episodes so you can see as much as you want. If you don't know what to look for, use Play Something and Netflix will automatically select a title for you. 66

Amazon Prime Video features See cast details and fun trivia Each time you pause a movie / show, Prime Video's X-ray feature displays a list of actors in the scene. Given the ease of encounter, what you see in this list isn't the most amazing feature, but it's certainly unique compared to most streaming services. Given that Amazon owns IMDb, a website that hosts all the information displayed via X-rays, it's unlikely that IMDb will be available on other platforms such as Netflix and Disney Plus. It's simple and elegant, and it's very useful for avoiding headaches from thoughts like "Where have you seen that actor?" X-Ray can also help make re-watching older shows even more exciting by sharing trivia quizzes and an assortment of goofs in production every break. 67

contd... Download TV shows and movies

Prime Video is not the only streaming platform that offers download options for offline viewing. In fact, subscribers to other major competitors, such as Netflix and Disney Plus, can take advantage of similar features. But in 2013, Prime Video was the first streaming service to start the trend. This feature was initially available only on Amazon Kindle Fire tablets, but is now available on all devices running iOS or Android. It allows you to enjoy your favorite TV shows and movies in offline settings. So if you're jumping on a long-haul flight, or if your Wi-Fi connection isn't stable enough, this feature will help. To download the video, just tap / click the save icon next to the title.

contd… Pay less for Prime Video This isn't exactly a feature, but it's worth considering whether you enjoy Prime Video using only your Amazon Prime subscription. that's right. In fact, there's a cheaper subscription option specifically for Prime Video users, which costs $ 8.99 per month. However, this ultimately means that free priority shipping is not available when ordering on Amazon. Also, keep in mind that this type of subscription does not have the option to pay annually. Anyway, if you're new to Amazon Prime, this is a great way to try out streaming services. You can change your membership directly from the settings menu.

Find something to watch easier It can be annoying when you come across a movie you want to watch on Prime Video and realize that it's not part of your subscription. However, you don't have to constantly monitor the small Prime logo that appears in your free content, as the features of the service help prevent this issue. You can prevent unnecessary disappointment by excluding shows and movies that you need to buy or rent by going to the "Free to Me" section of the Prime Video website or TV app. This feature is also available in iOS and Android apps by switching the Free to Me button that appears in the upper right corner of the display. 70

Business Model of Disney + Hotstar, Netflix and Prime Video

Business Model - Disney+Hotstar •

Average revenue per user (ARPU) for video streaming service Disney + Hotstar was in the second quarter, ending April 3, 2021, due to lower advertising revenue from its flagship cricket facility, the Indian Premier League. It has decreased.

•

According to ETtech calculations, the streaming service recorded $ 0.75 per month (about Rs 55) from each subscriber during the quarter, compared to $ 0.91 per month in the previous quarter.

Revenue Model - Disney+Hotstar • According to the company's financial data accessed by business intelligence platform Tofler, the company's advertising revenue fell by 15% from 974.23 rupees to 829.74 rupees. Subscription revenue increased 34% to 830.96 rupees, compared to 618.79 rupees. The company earned Rs 9.93 from licensing content rights. • The company's net loss increased 66% to Rs. 60.1 billion, up 66% from a loss of Rs. 36.189 billion in the previous fiscal year, backed by a digital increase of double expenses.

contd… According to ETtech's calculations. At the company's conference call on Thursday, Disney Chief Financial Officer Christine McCarthy said Disney +'s quarterly monthly ARPU was $ 3.99. However, excluding Disney+Hotstar, it was $ 5.61. She attributed the decline in Disney + Hotstar ARPU to a decline in advertising revenue from IPL tournaments. The IPL tournament has so far been suspended in the devastating second wave of the Covid-19 pandemic. "Most of the previous IPL tournaments were held in the first quarter and there were no matches in the second quarter. The current IPL tournament started on April 9th in the third quarter and last week in India's Covid-19. Was suspended due to the situation in the world, "says McCarthy of Walt Disney, which owns the streaming service, continues its fiscal year from October to September. 74

contd...

• The company's total fiscal year expenses increased 16% from 1990.58 rupees to 2304.8 rupees. Its advertising costs increased 68% to 479.63 rupees compared to 286.03 rupees. Rights and program costs increased by 22% from Rs 325.98 to Rs 397.64. The license fee was 708.61 rupees, a slight increase of 2% compared to 722.53 rupees. • Novi Digital stated that Disney + Hotstar became one of the market leaders in 2020-21, leaving other OTT platforms during the Covid-19 pandemic. He added that one of the main drivers of online video subscription growth is the aggressive pricing model adopted by Disney + Hotstar. Today, the platform offers over 100,000 hours of content across TV shows, short-form content with Disney + Hotstar's "Quix" feature, eight-language movies, and coverage of all major sports tournaments. 75

• Disney + Hotstar Premium is packed with Disney + originals, the latest American shows, blockbuster Hollywood movies, and award-winning content from international studios. On the other hand, with Disney + Hotstar VIP, users will get Disney content in the local language, exclusive new content from the Hotstar Specials label, and the new Boliwood blockbuster released directly on Disney + Hotstar via the "Multiplex" feature. You can access STAR Network Serial before movies and TV. And the latest and greatest live sports action. • According to the company, Disney + Hotstar has been downloaded by more than 400 million users and is one of the most sought-after apps in India, with top spots on the Google Play Store and Apple App Store. In addition, Disney + Hotstar had 227 million monthly active users between 2020 and 2021.

Business Model Of Netflix

• Netflix's business model began as a physical DVD store but is now the world's leading and well-known OTT platform. Let's start learning more about their costs and acquisitions. Content cost and content acquisition • Netflix has spent over $ 8.9 billion in cash streaming content. Already spent $ 5.39 this year to expand the library through content acquisition and creation. • The reason Netflix has a huge library is to get content from distributors and studios. They do this using direct purchases, revenue sharing agreements, and license agreements. Eighty percent of Netflix's revenue comes from licensed content, so there's a reward for revenue. 77

contd… • The company has added a premium to a show called Netflix Originals with the Netflix logo in the upper left corner. In 2013, Netflix announced Originals to fill more content for its users. They spend $ 2.7 billion on content and aim to have 1,000 original content by the end of 2018. • Investment in original content is expected to increase by up to 50% of the budget, according to industry experts.

Revenue Model Of Netflix

•

Netflix is the current pioneer of subscription-based content. It runs on the Subscription Video on Demand (SVOD) model. Subscribers pay for a monthly plan and have access to a vast media library anytime, anywhere. Therefore, subscriptions are Netflix's primary source of income.

•

Subscription-based rentals are also available.

Netflix Business Model – Revenue In the second quarter of 2021, Netflix reported revenue of $ 7.34 billion. Net income for the quarter was $ 1.35 billion. These numbers have increased since 2020, with sales of $ 6.15 billion and net income of $ 720 million. The company cited three reasons for its quarterly performance. 1) Increase in the number of members due to house arrest, 2) Decrease in international profits due to the appreciation of the dollar, 3) Delay in spending on content development due to production suspension.

Model-Major Partners of Netflix Netflix also has partnerships with PlayStation, X-Box, and many other companies in the gaming industry. We have partnered with the gamer sector to provide all gamer subscribers with video games on demand. At the stage of transforming the business model from a mail-in system to a streaming platform, Netflix has formed partnerships with Microsoft, Apple and Android. And now, after joining the network on the web, he has succeeded in establishing relationships with big data providers such as Amazon and Google.

Business Model Of Netflix – Plans and Pricing Mobile

Basic

Standard

Premium

₹199 INR

₹499 INR

₹649 INR

₹799 INR

Number of screens you can watch on at the same time

Number of phones or tablets you can have downloaded on

Unlimited movies and TV shows

✓

Watch on your cell phone and tablet

✓

Watch on your laptop and TV

✓

Monthly cost * (Indian Rupee)

HD available

✓

Business Model- Amazon Prime • "Amazon Prime" is now a popular name. Every house I know has at least one prime membership. We all used prime membership of relatives and friends to deliver something within two days of placing an order. This is the kind of thing Amazon Prime has had in our lives over the last decade and shows how much we value human convenience and ease of use.

• Amazon Prime becomes the largest and most profitable subscription model on the planet, with free shipping (same day, two days, or two hours of delivery), Prime Video, Prime Reading, Prime Music, Gaming, and compelling discounts. became. .. This is a one-way ticket to access all the benefits offered by Amazon, giving you the greatest choice of products and services. Amazon Prime has designed a business model that covers the full range of services users use in their daily lives.

• With 200 million prime members in 20 countries and 148 million in their home country (US) alone, it continues to grow globally. This is an impact of Amazon's subscription service since it was launched in 2005, when it offered only a two-day free shipping service. 83

Business Model- Amazon Prime • Video streaming services host many movies and TV shows, including dedicated networks such as HBO, CBS All Access, and Amazon's own Prime Originals. Amazon owns an IMDB database and provides access to cast information, trivia quizzes, and behind-the-scenes stories. • With Amazon's recent acquisition of Metro-Goldwyn Mayer (MGM) for $ 8.5 billion, Amazon gains access to MGM's intellectual property and remembers a century's worth of classic movies and television shows, the sequel to James Bond. You can make as many as you like. Prime Video is known as the second most popular reason to join Prime Membership.

Task 3: User Research

• User Research Data and Video link is available in the below folder:

• https://drive.google.com/drive/folde rs/1XogmBxKVb3_B9wArP3hPmHBN PoxIU-0v?usp=sharing

Task 4: Building Product Artefacts We'll start with a brief description of Dinsey + Hotstar, then define user segments as needed, and then focus and prioritize the solution. Disney + Hotstar: Disney + Hotstar is an online video streaming platform that currently offers over 100,000 hours of TV content (serialized in India and Hollywood) and movies in nine languages, covering all major sports live. I am. Highly advanced video streaming technology and a high level of interest in the quality of the experience across devices and platforms make Disney + Hotstar the most complete video destination for Over The Top (OTT) video consumers.

Currently, Disney + Hotstar has two subscription models VIP: Hotstar VIP subscriptions provide the same ad-free experience as premium subscriptions. VIP subscriptions also give consumers access to live cricket, Premier League, and Formula 1 broadcasts. The VIP subscription also offers the latest episodes of Indian TV shows every day at 6am. Members can also watch the premiere of new Indian films and access Hotstar special content. With a VIP subscription, Hotstar does not provide access to uncut Hollywood movies or American TV shows from HBO, HOOQ, FOXLife, National Geographic, and other English channels. Premium: The Hotstar Premium subscription provides an ad-free experience for all Disney + Hotstar content. Goal: Expand and expand your subscription base to directly impact your bottom line. 87

contd… Disney + Hotstar Customers / Persona: Typical age group: 16-40 years old

Customer segment 1: Customers who want to see the shop every day without time limit (especially working class women). Customer segment 2: Sports-savvy customers subscribe. Customer Segment 3: Subscribed to by Marvel superheroes and other customers who are crazy about Hollywood movies and shows. 88

contd… Customer issues and wishes (in line with business goals): • Want to watch a specific show: Users who like only some (1 or 2) shows and need a subscription for only the shows they want to watch (especially women) (mostly just to watch Game Of Thrones(GOT)) Many users have a Hotstar subscription and want to watch the GOT show (some have a subscription, and some have not). • Familiar with sports, but only requires subscription to some sports and series: Users of a particular sport or series and tournament so they can watch their favorite sports and series without having to puncture their pockets. I would like to subscribe. (In my current organization, many colleagues, including myself, wanted to get a Hotstar subscription just to see the ICC World Cup). 89

contd… • Hollywood crazy: Users, especially young people, are obsessed with watching Hollywood movies and shows, don't want to watch daily shops and serials, and want to subscribe to Hollywood content only in the first place. • Hollywood Obsession with Native Languages: Users, especially young people, are obsessed with watching only Hollywood movies and shows and don't want to watch daily shops and magazines, so only Hollywood content in their native language in the first place. I would like to subscribe. 90

Ideas/Solutions:

Serial / Show / Series specific subscriptions: Description: Users who want to watch a particular show / sport series can only get a subscription to a particular show / sport series. Fixed a specific price for a single serial / series. If the user wants to add more serials / series, the subscription price will be added accordingly. Pros: Increases loyalty to the platform by giving users more flexibility in choosing serial / series-specific subscriptions. Disney + Hotstar will be able to convert users who are not taking Premium subscription just because you want to watch a particular serial or show.

contd…

Disney + Hotstar will have the opportunity to understand users based on the user configuration data collected and will be able to recommend serials and shows based on user selection and viewing behavior. Disadvantages: Users with a premium subscription may or may not be able to switch to a particular serial-based subscription.

contd… 2. Genre-specific subscriptions: Description: Users who want to watch a specific genre (Daily Shop Hollywood movies, original shows) can only get a subscription for a specific genre. Fixed a specific price for a single genre. If the user wants to add more genres, the subscription price will be added accordingly. Pros: Increases loyalty to the platform by giving users more flexibility in choosing genre-specific subscriptions. Disney + Hotstar will be able to convert users who do not have a premium subscription just because they want to watch a particular genre or show. 93

contd… Disney + Hotstar will have the opportunity to understand users based on the user configuration data collected and will be able to recommend serials and shows based on user selection and viewing behavior. Disadvantages: Users with a premium subscription may or may not switch to a particular serial-based subscription. 3. Native language-specific Hollywood content: Description: Internet users of the Indian language increased from 42 million in 2011 to 234 million in 2016. Internet users of the Indian language are expected to grow at a CAGR of 18% and reach 536 million by 2021. English users are expected to grow at a CAGR of 3%. Nine out of ten new Indian Internet users over the next five years could be Indian language users. 94

contd…

• Disney + Hotstar has shows and movies in their native language, as well as shows and sports series in other languages. We also assume that Disney + Hotstar has a clear strategy for entering the hyperlocal market. However, Disney + Hotstar can increase its subscription base by listing Hollywood content in a variety of Indian languages and increasing its presence in the hyperlocal market. Pros: Disney + Hotstar can penetrate the hyper-local market even more strongly.

• Disney + Hotstar will have the opportunity to understand users based on the user configuration data collected and will be able to recommend serials and shows based on user selection and viewing behavior.

contd… Cons: Not so many.

Apart from that, I would like to have another solution 4. Mobile device specific subscription: Description: According to the report, there is about. Over the next five years, we expect 176 million new smartphone users. Consumers are exposed to at least four hours of mobile consumption per day on average, primarily due to increased commuting time in big cities, which account for the largest share of OTT video traffic. As a result, Disney + Hotstar can introduce mobile-specific subscriptions with lower subscription rates, giving users the flexibility to choose mobile-specific subscriptions and increasing the reliability of Disney + Hotstar. increase.

contd… Pros: Lowering mobile device subscriptions will allow more users to subscribe and watch their favorite shows / series and sports. The mobile device subscription model offers all three types of user segments above, giving you the flexibility to watch all the content available on Disney + Hotstar at a subscription rate lower than your regular subscription rate. Cons: Not so many.

I want to add mobile-specific subscription functionality along with the VIP and premium subscription models, the reasons are as follows

• • •

Offering premium and VIP subscriptions on mobile truly adds value to our customers. Few competitors The long-term benefit of the coming era is the mobile era in India and abroad.

contd… Success indicators ❖ % Daily Weekly and Monthly Number of Users Subscribe to Mobile Device Subscriptions ❖ % Daily, weekly and monthly user counts are subscribed. Subscription churn rate (if any) and north star matrix ❖ % Daily Weekly and Monthly Number of Users Subscribe to Mobile Device Subscriptions

User Persona 1: Disney+Hotsar

User Persona 1: Disney+Hotsar Segment profile Rohan Age: 28 Work: Student

Wants •He needs a platform where he can listen to and download songs and on exclusive platform like coke studio

Family: Married, kids, etc. Location: Mumbai, Maharashtra Character: Archetype

•If the cost is low, we are happy to pay for good audio/ video

100

Challenges • You need to search multiple websites to download videos.

• Most of his data usage is over wifi at home.

Streaming music/video consume lots of data.

101

User Persona 2: Disney+Hotsar

102

User Persona 2: Disney+Hotsar Segment profile Rahul Age: 30 Work: Product Manager

Wants •I want a single platform that meets all his needs. Willing to pay a high price for the service.

Family: Married, kids, etc. Location: Pune, Maharashtra Character: Archetype

•.You need to see more original music and live performances online.

103

User Persona 2: Disney+Hotsar Challenges • Looking for new Indian music and finding good indie music online can be difficult.

• He feels he's spending too much on too

many subscriptions.

104

Anti-Persona: Disney+Hotsar Anti-Persona

105

Building Product Artefacts: ACB Accepted Consumer Beliefs (ABCs) 1.All in one family platform : Disney + Hotstar is very good platform where people can watch good quality content on this platform and content like web series, movies, T.V serials, Sports, etc means A to Z content is available on this OTT platform.

2.Regional platform: This OTT platform is multilingual because there are number of languages entertainment is available audience can watch varieties of shows in multiple language. 3.Sports (Cricket) : Disney + Hotstar is famous for Cricket because user is watching Cricket like IPL and all on this platform in good quality.

106

Building Product Artefacts: DCB Desired Consumer Beliefs (DCBs) 1.Kids Safe : This OTT platform is available for kids too on this platform kids can watch his or her desire cartoon and can enjoy number of cartoon shows is available on this platform and also Disney+Hotstar is taking care about kids they all content related to kids is safe zone means in parental control.

2.Reasonable pricing: Disney+Hotstar provide affordable pricing packages to the user because this user stick to on this platform, so they introduced reasonable pricing rate packages 3.Users can watch the show prior to telecast on T.V : Disney + Hotstar is providing show prior the time on T.V because this technique desired consumer belief is increased, and users remains stick on platform.

107

Subscription plans

108

Kids Zone

109

Task 5: Product/Market Expansion Using Ansoff Matrix Growth Strategies: Disney + Hotstar • Disney + Hotstar is India's leading online content streaming platform, offering content ranging from sports, movies, news to TV shows.

• A user base of over 300 million. Hotstar, a live streamer of the Indian Premier League, has expanded its foundation to more than 100 million monthly active users (features such as "Watch and Play" to attract users).

• Differentiate between sports content and Disney's exclusive content. • Hotstar first started as a free content platform with advertising as a means of monetization. Eventually, we decided to adopt a model like Netflix and Amazon Prime and launched a subscription service with ad-supported free tiers and VIP and premium subscription plans. 110

contd… •

Although Hotstar's monthly active user base is huge, most users do not purchase a subscription plan and instead use the Disney + Hotstar free tier. This required analysis to develop growth strategies that could increase the number of subscriptions and improve overall growth.

• After conducting a thorough analysis (market size, competitor analysis, user surveys to formulate product artifacts), insights into accepted customer beliefs are derived, as opposed to desirable customer beliefs.

111

User belief: Disney+Hotstar

112

Ansoff Matrix Based on the insights, the Ansoff Matrix was used to develop specific strategies for Disney + Hotstar products and market expansion.

113

Market penetration strategies: Disney+Hotstar 1. Increasing and improving sales and Marketing activities a. Subscription strategy ❖ Expanding the subscriber base by deepening into sub-urban and rural areas, with the Indian Premier League as the cornerstone. ❖ Debundle your subscription to make it very affordable with pricing so that it can be accessed by as many people as possible. ❖ Individual subscriptions for adding subscriptions based on selected genres such as free content, international content, sports subscriptions and IPL subscriptions. This allows users to get subscriptions based on their focused needs.

114

Market penetration strategies: Disney+Hotstar contd… 2. Marketing strategy ❖ Advertising video on demand for unsubscribed users with free content available on the platform. This allows users to visualize what is available to freemium users.

❖ Subscription Video on Demand for subscription audiences who are granted full content access on the platform without ads ❖ OOH campaign (Billboard, print media, flex board) ❖ TV / in-app advertising

115

Market penetration strategies: Disney+Hotstar contd… 3. Increase production ❖ Currently, the number of screen shares is limited to 1 for VIP and Freemium and 2 for Premium.

❖ Adding devices will improve reach and adoption. ❖ Increase the number of devices connected to the shared screen. ❖ A subscription pack that includes more devices at a lower price.

116

Market penetration strategies: Disney+Hotstar contd… 4. Change of distribution channel ❖ Trade with Reliance Jio, Airtel and Vodafone Idea to come up with bundled postpaid and prepaid offers for your users. ❖ An offline marketing campaign to attract younger generations such as students. ❖ Broadband Service Providers: Partnerships with broadband such as the Jio Fiber Model, which offers bundled services with Disney + Hotstar. ❖ People's longing for watching IPL digitally thrives even behind the paywall. It's forever! However, if the event is behind a paywall, the reach is a bit different. By doing business with all three telecoms, people will be able to buy subscriptions, which will make it easier to do business with them. 117

Market Development Strategies: Disney+Hotstar 1. Expand access to existing products / services SEO Optimization: Enhance your content detection experience on your platform with the goal of not only getting new subscribers, but also increasing total play time per user.

If the content is large and related to a very large cross section of this country, they can really build a large streaming habit in India. Create a dedicated page built around targeted search queries such as "IPL Player" and "Match Team". Creating such customized content helps brands provide great experiences to their users. Apply best-in-class schema tags such as rating, publication date, etc. 118

Market Development Strategies: Disney+Hotstar 2. Geographical Expansion and Promoting existing product to rural sectors / untapped areas in tier II and III cities

❖ Market through offline channels such as sport clubs, city centers to attract sport enthusiasts. ❖ Marketing in annual events/ meets through Hoardings and billboards in public spaces, railways station to attract mass market who consume family content.

❖ Sponsoring festival specific events to target regions which are driven by cultural festivities.

119

Product Development strategies : Disney+Hotstar 1. Special subscription plan for mobile users

❖ Most users like to see different content on OTT while commuting over the mobile network.

❖ Most Tier III and rural areas of India use mobile to access OTT. ❖ Low-priced mobile user-only subscriptions extend the reach of the platform. Pricing can be further specified based on video quality and data limits. 2. Rebuilding a more personalized onboarding experience

❖ Current onboarding only requires you to select a preferred language. ❖ The onboarding process can be personalized by the genre of the show you want to watch.

120

Product Development strategies : Disney+Hotstar 3. Providing diverse content to promote the platform

❖ Entertainment content such as hotstar specials, direct digital movies, and star network TV shows can be viewed before playing on TV. It gives users a lot of flexibility in how they want to spend their time, as opposed to other media that are pulled to deal with a particular schedule.

❖ Increase the volume and diversity of content to reach more users. Diversity, volume, and differentiation will be key as far as content is concerned. On the product side, the platform wants to make the experience highly engaged.

121

Product Development strategies : Disney+Hotstar 4. Diversification 1. Vertical integration Integration with music platforms such as Bookmyshow or Gana / Spotify will allow users to cross-sell upcoming movies and music, and users can book and watch live concerts online. This allows users to get everything on one platform, eliminating the need to manage multiple OTT platforms to meet their needs. 2. Horizontal integration

❖ Partner with leading entertainment companies like Lionsgate to showcase the world's television content. ❖ Acquisition costs are high, but you can access a wider customer base and easily increase your market share. 122

Product Development strategies : Disney+Hotstar 3. "White Space" innovation Disney Goods Sale: Parents trying to buy Disney goods for their children's favorite Disney characters. Or a GOT fan looking for a GOT product. The Disney partnership comes with an unparalleled resource of leveraging the famous Disney star as a product. This is easy to achieve and is more competitive than other companies with high brand loyalty. 4. Acquisition ❖ By acquiring a competitor like Sony Liv, you can enter the broad market of TV fanatics who primarily use TV for entertainment. Now they can watch those TV serials using Sony Liv

❖ Once you have them, you will have access to new distribution channels and systems that you can use for your existing customer base. This allows you to market your existing products and services to new markets while further penetrating them. 123

Industry Project Part 2

124

Task 6: Building Activation and Retention Strategies Bounce Rate Bounce rate is calculated by the total number of one-page visits divided by the total number of entries to a website. For example, if the homepage of a website receives 1,000 visitors over the course of a month, and 500 of those visitors leave the site after viewing the homepage without proceeding to any other pages, then the bounce rate of the homepage would be 50%.

Calculation of bounce rate for Disney+Hotstar mobile application by analysing the data from Data Set 2 Total Number of Visitors = 1000 Number of Visitors who never returned in first 7 days = 347 So, bounce rate = 347 / 1000 * 100 = 34.7%

125

Task 6: Building Activation and Retention Strategies Relationship between time spent on the Disney+Hotstar app per visit and purchasing a subscription plan. Analysis of Data Set 2 help make understand that the number of visits are directly proportional to the user making a purchase of the subscription.

Few insights from the analysis to support the above statement 1.

The users who made less than 11 visits in the first 7 days didn’t make any purchase at all. Meaning those users didn’t find value in the product so they spent less time on the app and hence, didn’t make a purchase. The users who made more than or equal to 11 visits on the app tend to spend more time on the platform. This can be concluded by analysing results from the two rows Number of visits in First 7 days and Time/Spent per visit.

126

Task 6: Building Activation and Retention Strategies Shortcomings of Disney+Hotstar’s existing on-boarding flow 1. The freemium model that Disney+Hotstar uses has very limited content for the users to consume and constant ads are popped up along with locked content after a certain amount of viewing time. This tends to irritate users who were going to pay but required more time to decide to find real value in the product. Solution: 1 month of ad-free trial should be given to new users so that they can take their time to find value in the product and eventually purchasing a subscription. Like in the case of Netflix, Amazon Prime, Sony Liv, etc. 2. Guided on-boarding and product demo for first time users is missing in the Hotstar app. Solution: Improvement in the UI/UX might help them on-board more customers. 3. Limited number of subscription and payment options and also not asking for users consent to save the payment details. Solution: More subscription options should be added in-order to provide flexibility to the users for e.g. quarterly, half-yearly. Payment options are limited as major e-wallets are not available to make payment from in the app. 127

Task 6: Building Activation and Retention Strategies Core activation matrix to judge the effectiveness of the onboarding flow ❖

One month free trial with un-limited consumption of content to give time to the user to find the value in the product.

❖

Guided on-boarding and product demo to help aid the new users.

❖

Including more payment options to cater to wide variety of audience who is comfortable with different methods of payment.

128

Task 6: Building Activation and Retention Strategies Major issues with Disney+Hotstar which lead to the increase in bounce rate of the users

❖

The UI/UX is very cluttered and also the content recommendation after the language selection does not work well when the user visits the first time.

❖

The user is shown plethora of ads before, in-between and after streaming the content.

❖

Sports events sometimes fail to load for many users due to the increased load during important sports events. This leads to bad user experience especially for those who have just visited the app for the first time.

❖

Disney+Hotstar also needs to fix app crashes and audio issues, competitors of Disney+Hotstar have an edge over it when it comes to providing quantity as well as the quality of the content.

129

Task 6: Building Activation and Retention Strategies Renewal Rate of Disney+Hotstar 1. Overall renewal rate: This can be calculated by dividing the number of users who have renewed the subscription to the total number of users multiplying by 100. Overall renewal rate = 428 / 1000 * 100 = 42.8% 2. Renewal rate based on the duration of the subscription plan: Users have made renewals for the plans having 2 durations monthly and yearly. a. Renewal rate of monthly subscriptions = No of renewed monthly subscriptions / total no. of users * 100

= 426 / 1000 * 100 = 42.6% b. Renewal rate of yearly subscriptions = No of renewed yearly subscriptions / total no. of users * 100 = 2 / 1000 * 100 = 0.2 %

130

Task 6: Building Activation and Retention Strategies contd… 3. Renewal rate based on the type of subscription plan. Currently there are three subscription plans a. INR 299 b. INR 399 c. INR 1499 Renewal rate based on subscription plan can be calculated by dividing the number of users who renewed (price paid for) a particular subscription plan by the total number of users of Disney+Hotstar.

Renewal Rate of subscription of INR 299 = 2 / 1000 * 100 = 0.2% Renewal Rate of subscription of INR 399 = 336 / 1000 * 100 = 33.6% Renewal Rate of subscription of INR 1499 = 90 / 1000 * 100 = 9%

131

Task 6: Building Activation and Retention Strategies Cohorts of users who are not resubscribing There are three cohorts of users a. Users subscribing to monthly premium subscription of INR 299 b. Users subscribing to yearly VIP subscription of INR 399 c. Users subscribing to yearly premium subscription of INR 1499 Out of the three cohorts the users subscribing to monthly subscription of INR 299 are the users not resubscribing. There is a spike in users resubscribing to the plans which cost 399 and 1499.

The possible reasons why users are not resubscribing to the INR 299 premium plan 1. Users finding more value for money in the 399 and 1499 plans as they both are cost effective compared to spending 299 monthly. The savings on premium plan is huge when bought yearly compared to monthly. 132

Task 6: Building Activation and Retention Strategies contd… 2. Also, those users who don’t mind watching a few ads between content consumption have opted for the VIP plan which is the most cost effective plan of all and gives access to HD quality content for a year

Strategies to improve the resubscription rate •

Disney+Hotstar lacks flexibility in providing subscriptions as compared to their competitors who have more options and provide more value for money For example: Disney+Hotstar has only 3 options for the users and the duration for which they can subscribe is only monthly and yearly. They can include quarterly and half yearly options with more competitive pricing. •

Reduction in the price of monthly premium membership from 299 to 149 would really help with the resubscription of the users who initially opted for monthly premium subscription.

•

Including more screen and profile options for concurrent access, the area where Disney+Hotstar lacks as compared to their competitors like Netflix, Amazon Prime Video, Sony Liv. 133

Task 6: Building Activation and Retention Strategies

The relationship between time spent per visit to the renewal rate is directly proportional, meaning the user who spends more time per visit tends to renew their subscription.

Above result can be derived by analysing Data Set 3 by removing the average time spent by users who renewed their subscription and the average time spend by the users who didn’t renew their subscription Average time per visit spent by users who renewed the subscription

= 83.09 minutes

Average time per visit spent by = 27.27 minutes users who didn’t renewed the subscription

134

Task 6: Building Activation and Retention Strategies Strategy to address the problem of low resubscription rate of Disney+Hotstar app’s premium plan 1.

The price difference between the monthly and yearly subscription is huge for the same amount of value provided. If the user opts for monthly subscription then he/she ends us paying INR 3588 yearly, wherein the yearly premium subscription plan is of 1499. There might be users who want to subscribe to Disney+Hotstar for a particular month or two for a particular sporting season like IPL, these users end up not finding value in purchasing premium monthly subscription

Solution: The price of monthly subscription can be brought down to INR 149 to INR 199, this would help users find value in the product and give a competitive edge. 2. UI/UX needs to improve with changes in less cluttered UI and a good recommendation system as per the users choices would help in increasing the time/visit leading to resubscription. 3. Providing loyalty and referral programs to the customers who had purchased the subscription but are dormant after their subscription expired. 135

Industry Project Part 3

136

Task 7: Building Acquisiton and Monetisation Strategies 137

•

The answers to part A acquisition are shared in the below link:

•

https://docs.google.com/document/d/1J Sf_qBx9lxZTLm0Xcm34RMrjtIGIytJ2E7mv Nf9tzk4/edit?usp=sharing

•

This is a word document which has all the parts answered one by one. Any reference links are mentioned in the answers and available to view.

Task 7: Building Acquisition and Monetisation Strategies

•

The answers to part B monetization are shared in the below link:

•

https://docs.google.com/document/d/1JSf _qBx9lxZTLm0Xcm34RMrjtIGIytJ2E7mvNf9t zk4/edit?usp=sharing

•

This is a word document which has all the parts answered one by one. Any reference links are mentioned in the answers and available to view.

138

Industry Project Part 4

139

Task 8: Building Product Roadmap A. Features to add/modify in the Disney+Hotstar app • Rebuilding a more personalized onboarding experience • Building an integrated marketplace to sell subscribed users' merchandise of Marvel, Star wars, Disney etc. at a discounted rate.

• Providing referral incentives • Removing an advertisement from the top of the homepage to the middle of the homepage to stress more on the content being available on the platform as compared to the advertisements.

• User must scroll down as to find out the trending shows and movies, this could be placed at the top of the Home page for the convenience of the user.

• Integrating with all the big and medium payment giants which serve many users. • Adding the initials of the user to provide a more personalized feel. 140

Task 8: Building Product Roadmap contd…

• Adding screen sharing of atleast 4 users where users can have one account and multiple profiles linked to it. This will help increase pricing while retaining the average price per user.

• Disney+Hotstar games, where users are allowed to play games for a small premium in order to win interesting prizes and coupons.

141

Task 8: Building Product Roadmap

Reach

Impact

Confidenc e

Effort

Total

500

100

375

•

Personalize d onboarding

•

Integrated marketplace

400

160

•

Referral incentive

500

100

300

Better visibility of trending content

500

100

375

B. RICE framework for features of Disney+Hotstar 142

Feature

The RICE template helps you evaluate and prioritize new ideas. RICE Score can be calculated as Reach * Impact * Confidence / Effort

Task 8: Building Product Roadmap 143

Feature

Reach Impact Confidence Effort

Total

Ad placement at the bottom

250

62.5

Intgerating with payment giants

450

240

Adding initials of the user on the home screen

500

100

500

Adding multiple screen sharing

500

100

500

Gamification

350

112

Task 8: Building Product Roadmap 144

•

Adding user initials for personalized experience

•

The RICE score for this feature is one of the highest hence a more preferrable feature.

•

On the top right side is the user initials, and on the top left the hamburger menu with search bar in the middle.

Task 8: Building Product Roadmap 145

•

Adding multiple screen sharing/profiles to one account has one of the highest RICE score and hence is the preferrable choice of feature to be implemented.

•

The wire frame shows 4 profiles/screens and one option to add another profile.

•

The users are shown personalized content as per the history of content consumed.

Task 8: Building Product Roadmap

Below is the link to the medium article

https://medium.com/@avitankaria/growth -strategies-for-disney-hotstar7cff4b98e951

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