Media giant JioStar is reportedly considering removing its entertainment content from YouTube with an eye on curbing subscriber migration from linear television to free online streaming.
The move may come into effect from May 1, ET reported, citing sources. However, the decision is not final yet.
JioStar was formed post the mega merger of the Indian media business of Reliance Industries Ltd (RIL), Viacom18 and The Walt Disney Company. Last month, the company launched JioHotstar, a unified streaming platform that merged the content library of JioCinema and Disney+ Hotstar.
Following this, JioStar decided to take content behind a paywall on JioHotstar, including sports.
Now, before the start of the Indian Premier League (IPL), JioStar is in discussions with telecom operators Reliance Jio, Bharti Airtel, and Vodafone Idea (Vi) for bundling their data plans with JioHotstar’s subscription, a separate ET report said.
It is pertinent to note that JioStar is eyeing to reach more than 1 Bn viewers across television and digital platforms for the upcoming marquee cricket tournament.
Last year, JioCinema logged a watch time of more than 35,000 Cr minutes during the IPL 2024, with its audience reach growing by more than 38% to 62 Cr viewers.
As per RIL’s annual report for FY24, Disney+ Hotstar reported 35.5 Mn paid subscribers as of June 2024. Meanwhile, JioCinema, as of September 2024, became the fastest-growing subscription-based OTT platform with a paid subscriber base of over 16 Mn.
JioStar has been taking a number of steps to streamline business following the completion of the merger of the two media giants.
Earlier, it was reported that the company has begun a layoff exercise to eliminate overlapping roles. The restructuring exercise, which was kicked off last month, is expected to continue till June and see nearly 1,100 employees lose their jobs.
Meanwhile, JioHotstar is going all out ahead of the start of the IPL 2025 to onboard startups and small and medium enterprises (SMEs) on the platform for advertising during the tournament. The platform is offering advertising packages between INR 15 Lakh to INR 1.5 Cr.
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