Hotstar hike advertising rates for IPL 2017

Analysts in India have stated that Hotstar, one of India’s leading OTT platforms, has increased its advertising rates by almost 100% for the upcoming IPL tournament.

Hotstar managed to total Rs 65-70 crore in advertising revenues from IPL last year, they reckon this year Hotstar could make about Rs 120 crore.

Already Hotstar has secured deals with Vivo and Maruti Suzuki as co-presenting sponsors. Vivo is also the title sponsor of the tournament as well as one of the co-presenting sponsors on Sony Pictures Networks India (SPN), which holds the broadcast media rights.

“We believe Hotstar will be the primary screen for Vivo IPL 2017 for the 130 million video streamers in the country,” said Ajit Mohan, CEO at Hotstar. “Marketers are recognising that these are audiences that are TV light or not present on television at all.”

“Earlier, people used to consume cricket on Hotstar because of its mobility. It was convenient to watch on the move but now, as they are experiencing the non-linear way of watching a match, they are selecting Hotstar as a preferred medium to watch,” said Mohan.