Disney, the new owner, has launched Hotstar in three key international markets, the US, Canada and the UK. Now, it aims to reach the majority of the 40 million South Asians living abroad, Business Standard reported.
The OTT platform will concentrate on five markets, which include Singapore and West Asian countries, which have more than 75 percent of the expatriate South Asian population. To boost Hotstar, Disney has already discontinued linear television offers on Star TV channels available through cable in most of these countries.
Experts feel that with the digital market-making delivery of content cheaper than through cable or direct-to-home, Hotstar says this is a more cost-effective way to reach ethnic South Asians.
With this deal, Hotstar could use Disney's popularity in many of these markets, especially when the Disney’s own OTT offer Disney+ itself is expected to challenge Netflix, Amazon, Prime and Apple+ in the US and other countries.