'Free streaming of ICC World Cup on mobile phones worked for us'
Financial Express Mumbai|December 14, 2023
For Disney+ Hotstar, cricket brought good fortune this year as both audiences and advertisers lapped up the Asia Cup, Indian Premier League (IPL) and the ICC Cricket World Cup. Besides cricket, the platform has also created a library showcasing over 100,000 hours of content, said Sajith Sivanandan, head, Disney+ Hotstar, in an interview with Anushree Bhattacharyya. Edited excerpts:
Anushree Bhattacharyya
'Free streaming of ICC World Cup on mobile phones worked for us'

It has been for cricket, a blockbuster year with the World Cup garnering a record number of views. How has this translated in terms of advertising?

Let me start by clarifying that it was not just a record number of views but users as well. The year 2023 has been a defining chapter for Disney+Hotstar. Marquee cricketing events like the Asia Cup 2023 and ICC Men's World Cup 2023 witnessed a diverse pool of advertisers leveraging the opportunity. The free streaming of these tournaments on mobile devices significantly broadened our audience and garnered positive feedback from advertisers. The ICC Men's Cricket World Cup 2023 exceeded expectations, drawing in 21 digital streaming sponsors.

Achieving a groundbreaking moment during the World Cup 2023, we set a new world record by reaching 59 million peak concurrent viewers during the final match. The ongoing Pro Kabaddi League is free on mobile as well which helps us cater to a broader audience and also provides enhanced opportunities for advertisers.

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