Disney+ Hotstar helps reach valuable audiences through connected TVs
The rising demand for OTT content has led to an increased demand for ‘Smart TVs’. Consumers can use their internet-enabled TVs (Connected TVs or CTVs) for music, entertainment and live sports, and they are already doing so. In fact, the new patterns emerging on this front are telling; viewers are increasingly consuming content on larger TV screens, a big shift from smaller screens like mobiles and laptops.
Untapped demographics
Smart TVs are more affordable for the urban Indian populace. Apart from this, the demand for content on OTTs is on the rise with high-speed internet being very accessible to these consumers. Unsurprisingly, CTVs are fast becoming the new norm in a new world.
The numbers concur with these statistics, too. Currently, the CTV market in India is at 5.75 million active devices in 2020, with this number expected to reach 50 million by 2025. With a captive audience like never before, the time to leverage CTV viewers is now.
Marketing solutions for connected TVs
Of the current CTV users, an impressive 60% consume content on Disney+ Hotstar. The platform has seen a 100% growth in total watch time on CTVs from October 2019 to March 2020 alone.
As per BARC, Disney+ Hotstar viewers are more likely to spend approximately two hours daily on the platform. Research also shows that they are more affluent, educated and younger as compared to the general urban internet-using population.
A big plus for advertisers of the platform is its accessibility; it is available across streaming devices, smart TVs and internet set-top boxes, making it easy for brands to reach the most desirable, metro-based demographics.
What advertisers can expect
Disney+ Hotstar’s power-packed CTV solutions are what will take advertisers straight to their relevant audiences. The advantages are multitude; a few have been outlined below:
- Attractive pricing
- Maximum visibility and frequency
- Fantastic reach Pan India, the top 8 metros and across specific states and metros
- Sharp targeting
The audience that matters is consuming content on CTVs. With a market that only promises to grow hereon, brands need to jump on the bandwagon immediately if they wish to grab a significant share of the pie.
