JioHotstar, the media giant formed through the merger of Disney's Star India with Reliance Industries' Viacom18, is considering removing its entertainment content from YouTube by May 1, 2025. This strategic decision aims to curb subscriber migration from linear television to free online streaming platforms, which have been drawing viewers away from pay-TV services. The move follows JioStar's earlier decision to place content behind a paywall on its unified streaming platform, JioHotstar, which combines the content libraries of JioCinema and Disney+ Hotstar.
Pay-TV subscriptions in India have declined to 84 million paying homes, prompting the broadcasting industry to explore strategies to reduce churn and grow its paid subscriber base.
Pay-TV distribution platforms like Tata Play, Airtel Digital TV, and GTPL Hathway have been urging broadcasters to remove premium content from advertising-supported video-on-demand (AVOD) platforms, including YouTube, to protect pay-TV revenues.
JioHotstar has been focusing on enhancing its subscription-based services through JioHotstar, which now offers premium content, including sports, behind a paywall. This strategy aims to attract and retain subscribers by providing exclusive content.
JioStar's decision could influence other broadcasters to follow suit, potentially reshaping the digital streaming landscape in India. The company is also exploring partnerships with telecom operators to bundle JioHotstar subscriptions with data plans, aiming to reach over 1 billion viewers across television and digital platforms for major events like the Indian Premier League (IPL). This strategic approach reflects JioStar's efforts to balance its digital expansion with the need to protect traditional pay-TV revenues.