The streaming industry in India is witnessing a tectonic shift as Walt Disney’s India streaming service, Disney+ Hotstar, plans to enforce a new policy. The company aims to limit password sharing by allowing its premium users to log in from only four devices. This move comes in response to the growing trend of subscribers sharing their login information with others. While this approach may discourage password sharing, it could potentially lead to an increase in individual subscriptions.
Crackdown on Password Sharing
Disney plans to roll out this new login policy, which restricts the number of devices a premium account can be logged into, later this year. Currently, a premium account allows logins on up to 10 devices, despite the website stating that the limit is four. By implementing this change, Disney hopes to incentivize users to purchase their own subscription instead of relying on shared accounts. The aim is to strike a balance between curbing password sharing and attracting new paying subscribers.
Disney’s move comes shortly after Netflix announced a similar crackdown on password sharing in over 100 countries. This trend reflects the industry’s growing concern about revenue loss due to widespread account sharing. In India, streaming services like Disney+, Netflix, Amazon, and JioCinema have gained immense popularity. According to Media Partners Asia, the Indian streaming market is projected to reach $7 billion by 2027.
With around 50 million users, Disney’s Hotstar currently leads the Indian streaming market in terms of viewership. Between January 2022 and March 2023, Hotstar held a 38 percent share of viewership, surpassing rivals Netflix and Prime Video, which held 5 percent each. However, enforcing the four-device login policy may present challenges. The company’s internal data suggests that only around 5 percent of premium subscribers log in from more than four devices. Therefore, Hotstar has resisted implementing the restriction so as not to inconvenience its premium users.
Broader Changes in the Industry
The streaming industry in India is undergoing significant transformation, leading to companies exploring new strategies. In addition to login restrictions, Walt Disney is reportedly considering options to sell or find a joint venture partner for its India digital and TV business. These potential changes highlight the need for companies to adapt to evolving market dynamics and competition.
The Future of Streaming in India
As the streaming industry continues to expand in India, companies like Disney+ Hotstar are reshaping their strategies to address challenges such as password sharing. By limiting the number of devices users can log in from, streaming platforms hope to encourage individual subscriptions while still providing convenience and value for their customers. This shift marks a new era for streaming services in India, signaling a greater focus on revenue generation and sustainable growth. Only time will tell how these measures will impact the industry and consumer behavior in the long run.
Disney+ Hotstar’s decision to enforce a limit on device logins represents a significant change in the Indian streaming landscape. This move aims to deter password sharing and drive individual subscription uptake. With its position as the market leader, Hotstar’s actions may have a ripple effect on the industry as a whole. As the streaming market in India continues to evolve, companies will need to adapt and innovate to stay ahead in this highly competitive landscape.
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