Recent trends in regional content consumption have significantly shaped the landscape of digital advertising in India, particularly on platforms like Disney+ Hotstar. Viewership for regional shows in Tamil, Telugu, and Malayalam is surging, fuelled by the popularity of reality series and blockbuster films. As two-thirds of new titles are now dubbed in multiple languages, the platform is effectively catering to a diverse audience, including Hindi speakers. Additionally, a recent festive survey revealed a remarkable 47% increase in consumer spending intentions, particularly among women and Gen Z, highlighting evolving consumer behaviours that brands must adapt to.
Innovations such as hyper-targeted ads and pause ads are becoming essential tools for advertisers, allowing for more engaging and relevant interactions with viewers. With the rise of Connected TV advertising, regional brands are increasingly embracing digital strategies to enhance their visibility.
To delve deeper into these trends and their implications for advertising strategies, MediaNews4U.Com spoke with Dhruv Dhawan, Head of Ads at Disney+ Hotstar, who shared insights on the platform’s initiatives and future direction.
What trends in regional content on Disney+ Hotstar have emerged recently, and how do they impact viewership and revenue?
At Disney+ Hotstar, we’ve seen significant growth in regional content consumption, particularly in Tamil, Telugu, and Malayalam. Our reality shows, like Bigg Boss Tamil and Telugu, have dominated viewership charts. Notable films such as “Avesham,” “Salar,” “Manjumal Boys,” and “Premalu” have also driven strong viewership.
In the past 12 to 18 months, two-thirds of our new titles are now dubbed in non-Tamil languages, catering to Hindi-speaking audiences. For instance, films like “Salar” and “Premalu” have expanded their reach significantly, with half of our Hindi users engaging with South Indian content.
Overall, 65% of our titles are dubbed in various languages, reflecting a growing trend in regional content consumption, both domestically. While I can’t disclose specific revenue figures, the increasing viewership demonstrates a promising trajectory for regional content on our platform.
You conducted a festive survey to understand consumer sentiment. What were some surprising findings from that survey, and how are they influencing your content strategy?
This is actually the third time we’ve conducted this survey, typically timed around Independence Day and the onset of the festive season, which extends from Rakhi through to Christmas.
One of the most striking insights this year is the significant increase in consumer spending intentions. On average, respondents indicated they plan to spend an additional ₹25,000 compared to previous years, marking a 47% rise from last year. Notably, women and Gen Z consumers are at the forefront of this spending growth, which is quite illuminating for our strategic focus.
The survey also highlighted a strong interest in specific product categories, with clothing, electronics, and beauty leading the way. This aligns well with the current trends we’re observing in consumer behaviour, particularly the preference for online shopping and digital payment methods.
While these findings provide valuable insights into consumer sentiment, they serve more as a validation of our existing strategies rather than a dramatic shift in direction. We’re already aware of the importance of female audiences and the Gen Z demographic in our content consumption, especially as much of our general entertainment content is available on platforms like Disney+ Hotstar.
Additionally, we’ll leverage these findings to inform our advertising packages, ensuring they resonate with these key consumer segments. Overall, while the survey has confirmed some of our assumptions, it also reinforces our commitment to tailoring our content to meet the evolving preferences of our audience.
What specific innovations has the Disney+ Hotstar team implemented for advertisers in the South, and how do you see them enhancing the overall advertising experience?
Our team has made significant strides in implementing innovations tailored specifically for the South market, while also developing solutions that resonate across all regions.
One key area of focus has been our hyper-targeted ad solutions and in-show brand integrations. These innovations enable our advertisers to craft region-specific messaging, thereby amplifying their connection with local audiences and enhancing the effectiveness of their campaigns. For instance, we’ve successfully integrated multiple sponsors into popular shows like Cooku with Comali Season 5, which featured eight sponsors, and Bigg Boss Malayalam Season 6, with 13 sponsors. These integrations allow brands to engage more deeply with viewers in a way that feels organic and relevant.
Additionally, we introduced Pause ads, which have garnered significant traction not just in the South, but across our entire platform. This innovation has been one of our standout products this year, providing advertisers with a unique opportunity to capture viewers’ attention during natural breaks in their viewing experience.
Overall, By aligning brand messaging with popular local content, we are creating a more engaging and effective advertising landscape that benefits everyone involved.
What advertising innovations does Disney+ Hotstar offer advertisers in programs like Cooku with Comali and Bigg Boss compared to traditional media?
For instance, when Bigg Boss Tamil drops an episode on TV, we release it on Disney+ Hotstar, providing a 24-hour feed that allows users to engage with the content whenever they choose. This flexibility enhances viewer engagement and increases the potential for brand visibility, as many users log in to check the latest developments in real-time.
While many of our brand associations on Disney+ Hotstar mirror those we establish on traditional TV, we also create unique integrations specifically for our platform. For example, in the Tamil show Upupuli Karam, we collaborated with Jayachandra Textiles. This association featured an in-store scene that not only brought the brand to life within the storyline but also effectively drove foot traffic to their physical location.
Another instance is our Hotstar Specials Heart Beat, where we integrated Dazzler, a beauty brand, into the narrative itself. The product was seamlessly woven into dialogues and character interactions, highlighting its features in a way that felt organic and engaging to viewers.
These innovative integrations allow us to create deeper connections between brands and audiences, enhancing the overall effectiveness of advertising compared to traditional media. By leveraging the unique capabilities of our platform, we can deliver more impactful and memorable brand experiences.
How have brands and viewers responded to innovative features like Pause Ads? Have you received any feedback that stands out?
We’ve seen very positive traction with innovative features like Pause Ads, particularly from FMCG and food brands. Notable brands such as McDonald’s and ITC have consistently engaged with this feature on our platform, especially in the Connected TV (CTV) space.
The essence of Pause Ads is that they capture viewer attention at moments when users are likely to be more engaged. Early feedback indicates that advertisers are experiencing good engagement levels, though it’s still early to measure significant conversions down the funnel. We are actively collaborating with brands to refine this feature and enhance its effectiveness for viewer engagement.
The categories that have embraced these innovations most enthusiastically include food, retail, and consumer packaged goods (CPG). Additionally, we’ve seen substantial interest from regional advertisers in sectors like jewelry, apparel, beauty, and personal care. These advertisers appreciate the innovation edge it provides them compared to competitors, allowing them to stand out in their respective markets.
Another standout feature is our Breakout Billboard format on mobile, which delivers a dynamic creative experience. This format allows brands to create impactful visuals that significantly enhance brand recall compared to traditional static billboards.
Overall, the combination of engaging creative elements and the innovative ad formats plays a crucial role in driving effectiveness on our platform. We continue to gather feedback and look forward to enhancing these features further in the coming months.
How does Disney+ Hotstar educate South Indian brands, who may be late adopters of digital advertising, on creating engaging content for viewers?
When it comes to educating South brands, particularly mid-market and small to medium businesses, we utilize a two-pronged approach.
Firstly, we engage directly with advertisers, such as Kalyan Jewellers, through dedicated teams that provide support and guidance. Secondly, we collaborate closely with agencies that have traditionally served these brands. Many of these agencies are now becoming more digital-savvy, particularly regarding brand performance, and our role in enabling and training them is crucial.
We tailor our support to meet specific advertiser needs. For instance, when a brand is launching a new jewelry line, we can help identify the right show for integration and develop a corresponding creative, such as a pause ad that fits seamlessly within the context of that moment.
While many brands still rely on traditional media concepts, we’re dedicated to helping them understand the digital ad landscape and opportunities as well. Our team at Disney Creative Works is skilled at crafting bespoke solutions that resonate with audiences on our platform. Through ongoing education and collaboration, we’re helping these brands effectively navigate the digital landscape.
Do you conduct some boot camps or knowledge sessions for them?
Absolutely. We actively conduct roadshows and knowledge sessions to engage with advertisers and agencies, such as the current roadshow happening in Madurai. These events are designed to provide deep immersion experiences, where our team members educate and enable attendees to scale their digital advertising efforts effectively.
Through these sessions, we focus on sharing insights, best practices, and practical strategies that empower both advertisers and agencies to navigate the digital landscape with confidence. Our goal is to ensure that they are well-equipped to leverage our platform and maximize their advertising potential.
With the innovations implemented, how are you measuring the effectiveness of ads for both brands and viewers? Are there any metrics you can share?
One of the primary ways we measure the success of our brand campaigns is through what we call the Brand Lift Study. This survey tracks shifts in key metrics such as brand awareness, consideration, message association, and audience engagement. By comparing audiences exposed to the ads against a control group, we can effectively evaluate the impact of a campaign in a controlled environment.
In addition to our surveys, many of our advertisers have their own mechanisms for measuring effectiveness. They often conduct their own brand tracking studies and analyze sales data, particularly for localized launches. This allows them to assign specific values to the effectiveness of their partnership with us.
By combining our insights with those from advertisers, we create a comprehensive understanding of ad effectiveness, helping brands refine their strategies and maximize their impact on viewers.
Do you integrate the sales of Disney+ Hotstar with traditional media, or are they managed as two separate divisions?
It’s really a case-by-case approach. For high-profile shows like Bigg Boss, we often engage in common conversations that integrate both platforms effectively.
For many of our campaigns, particularly those focused on reaching frequency—such as launch and run-rate plans—we work collaboratively through what we call joint business plans. My team actively manages these deeper partnerships to ensure we maximize the benefits for our advertisers.
Overall, we maintain a dual focus on both digital and traditional media, as it’s in our best interest as a network to provide advertisers with comprehensive value. By leveraging both platforms, we can create more impactful campaigns that drive better results for our clients.
What metrics do you have to justify the ROI for the brands or advertisers?
We utilize several key metrics to help our advertisers justify their ROI on our platform. Primarily, we focus on user engagement metrics, including reach, frequency, click-through rates, and view-through rates (VTR). These metrics provide valuable insights into how effectively their ads are performing.
Additionally, we track watch time during ads, which helps gauge viewer engagement. We also collaborate closely with our partners to evaluate other performance indicators relevant to their campaigns.
In terms of ROI, all buys on our platform are based on a cost-per-thousand impressions (CPM) model. Advertisers can easily calculate their return by analyzing the CPM alongside the metrics we provide. This allows them to assess how much reach and frequency they achieved during a specific period, ultimately informing their investment decisions.
How are advertisers in the South adopting innovations, and what are your observations regarding preferences in the regional market?
We’re seeing a notable pickup in innovations among advertisers in the South, particularly with formats like ‘spot buys’. This new approach allows brands to engage viewers at specific moments in shows, ensuring higher visibility for their ads. While it may seem more traditional, it aligns well with fundamental marketing principles—viewers remember what they see in context.
Additionally, there’s strong demand for Connected TV (CTV) advertising, which is becoming a significant driver for our platform. Many advertising agencies are already consuming content through model apps on TV, making CTV a natural fit for their strategies.
Our regional billboards and display formats also see quick adoption, as they effectively reach local audiences. Overall, regional advertisers are embracing these innovations faster, as they resonate well with their specific markets and preferences.
Does Disney+ Hotstar offer a self-service platform for advertisers? What is the minimum budget for small advertisers looking to start on the platform?
Yes, Disney+ Hotstar has launched a self-service platform, particularly highlighted during the ICC Men’s World Cup 2023, where advertisers could start with a budget as low as two lakhs for Sports and 50 thousand for Entertainment. This introductory offer attracted significant interest, especially from regional markets.
The platform allows advertisers to select specific content, such as Bigg Boss Tamil, and purchase impressions for their campaigns directly. While we are still enhancing some features, our goal is to democratize access to advertising on our platform, making it easier for small advertisers to set up campaigns.
We’re seeing positive traction, and as we continue to develop this self-service model, we expect even greater adoption and innovation in the coming months.
How does the process work for an advertiser who wants to get their brand visible in an upcoming show? Can you provide an overview for better understanding?
We offer three primary options for brands looking to associate with Disney+ Hotstar:
- Sponsorship: This is the highest tier of brand association, where brands can become the title sponsor for a specific property or movie. This option provides extensive visibility, including ad placements during breaks and sponsor logo integration in promotional materials. For example, Airtel is currently the title sponsor for Sarfira.
- In-show Integrations: This involves seamlessly weaving a brand’s product or service into the storyline of a show. A notable example is our collaboration with Hero, where their Maverick bike was prominently featured in multiple scenes of Commander Karan Saxena, enhancing brand visibility through narrative integration.
- Co-branded Vignettes: We create co-branded vignettes that feature lead stars or characters discussing the brand’s purpose or showcasing its products. These can air during ad breaks. Alternatively, we can use existing footage from the show to highlight the brand’s message alongside the show’s content.
These options allow brands to engage with our audience in a meaningful way, and we work closely with advertisers to determine the best fit for their marketing objectives.
