Growth strategy for Disney+hotstar

OTT platforms are on the rise and making entertainment possible for people on all devices. I have been reading and researching the Disney+hotstar app for the last 2 to 3 weeks. A disclaimer, I am a subscriber of the app and watch movies and TV shows on it.

I have tried to understand Prime Video, Netflix, and Disney+Hotstar. All these apps are my go-to app when I feel bored. Every week, Saturday and Sunday I am on it 2 to 3 hrs after lunch so that I can just watch something latest and go to sleep while watching. This enthusiasm goes down slowly after a month or 2 when the content starts to dry up, and you don't find similar content you enjoy watching.

A thought comes to me if I am the growth product manager at Disney+Hotstar then what will I do to make it grow faster and get more paid subscribers to it. Some of the ideas which can be implemented are:

1. Subscription Plans: As of today, we can see all OTT apps offering Annual or monthly plans and in-app purchases of premium content. While the user wants to watch free and pay for his choice. Subscription plans can be added like Web series only, TV channels only, Movies only, sports only, kids only, etc while retaining the full subscription plans intact.
2. Pay per use: In the era of VCR/VCP era, where we used to get video assets to watch the movies, we used to pay Rs. 10 per movie, as we were not watching every day. So the OTT platform can also offer Rs. 10 per movie which is ad-free, this helps people experience the OTT platform and enjoy at home at just Rs. 10.
3. Incentivize viewers: The more you watch, you get additional time in your next subscription. So, if a viewer freemium user watches 2000 hrs in the year, we can give 15 days extra on buying an annual subscription or we can unlock a content of his choice for which he has not paid.
4. Tie-up with ed-tech: In covid times, provide videos for grade 9 to 12 students to learn subjects, and watch lectures from best teachers. This will help them learn and add a subscriber base.
5. Allow parents to control watching time on children's mobile: These days children own a personal device and they want to watch something of their choice at their own time. So parents can help them subscribe to specific content like educational, movies, or shows, and restrict time to 1 hr a day. This will help cover all members of the family.
6. Disney+Hotstar Bhakti Special: Senior citizens want to watch spiritual content, meditate and do prayers. So they can select a plan they like to watch.
7. Tie-up with mobile hardware: Provide the app as a default app on mobile phones, so that users explore it once they buy a new mobile.
8. Promotion of Regional Content: Regional content, shows, drama, and theater is also made available so that subscribers can watch what's happening around them.

Only Disney+Hotstar is providing freemium content to users. This helps users to experience the app. The moment the app comes with sachet-size subscription plans, it is possible that the subscribed user base increases.

About me: I work in the product team as AVP, Products and Solutions, Educational Initiatives. Love to read about product, growth, and development. Please do share comments, I am learning every day to try to write and reflect.