IPL 2021 Live Streaming – Disney + Hotstar Advertising Pitch: The Indian Premier League’s official Digital Streaming partner, Disney + Hotstar, is confident of a higher viewership in the 2021 Indian Premier League season. So much so that it is trying to attract advertisers with an aggressive sales pitch for the Indian Premier League (IPL) scheduled for the April-May period.
IPL 2021 Disney + Hotstar pitch for advertisers: IPL is the Disney + Hotstar crown jewel that it won from Sony a few years ago. The tournament is also the reason why the platform has become so popular in the country. But now it is taking the lead in the pursuit of advertisers.
Also read: IPL 2021 Auction Rules: Six rules that CSK, MI, RCB, SRH, DC, RR, KXP and KKR will have to follow during IPL 2021 mini-auction
– Disney + Hotstar has forecast the platform reach for IPL 2021 will be approximately 260-280 million
– The streaming platform projects a 50-60% higher viewing time.
– The last edition of the tournament, which was played in the United Arab Emirates, reached 260 million and 33% higher viewing time per user compared to IPL 2019.
– In the game ‘Watch’ N Play ‘no less than 520 million questions were answered.
The OTT platform, which has a total download of 400 million in the Google Play Store and Apple App Store combined, has a loyal audience in IPL fans. The tournament’s fan base has also grown rapidly in recent years.
Therefore, Hotstar believes the advertisers could establish their brands among that loyal fan base by targeting ultra-premium connected TV (CTV) audiences. According to the platform, it has the largest sports viewer subscribers reaching 80% of the Male 15+ AB Urban universe through IPL. Additionally, 53% of the IPL Live viewers on the platform are NCCS A, and 65% of the CTV owners in India are addicted to IPL on Disney + Hotstar.
After earning a whopping Rs 16,347 crore in 2017 for IPL broadcast and streaming rights, STAR India’s Disney + Hotstar now wants to recoup it by pushing ads on IPL highlights. According to the platform, viewers watch about 90% of the highlights within 12 hours of the match ending, reaching 100 million viewers in the latest edition of the T20 tournament.
For the next edition of the cash-rich tournament, Disney + will launch Hotstar Watch Parties to offer more interactive content. Since 2019, the OTT giant has introduced several new interactive content on their platform, including gaming in IPL 2018.
According to the presentation, brands can now increase awareness or consideration through powerful mid-roll ads, such as videos with companion carousels. Other content solutions include exclusive PPL segments, influencer marketing, custom branded content and catch-up content.
By 2020, more than 300 advertisers had their brand promotion on the Disney + Hotstar platform to reach their customers. It had signed 13 sponsors for IPL 2020 and is expected to have earned over Rs 300 crore in ad revenue despite the tournament being placed behind the paywall.
But IPL isn’t the only competition. Disney + Hotstar will have three other cricket tournaments for them to use. They are the series India-England, Asia Cup and ICC World T20. For the ongoing India-England series, the platform called on nine sponsors, including Dream11, ICICI Bank, Tata Cliq, Zomato, Unacademy, 1MG, ICICI Prudential Mutual Fund, Kingfisher Storm Soda and Kingfisher Packaged Drinking Water. Disney + Hotstar believes the bilateral series will reach 60-80 million.