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Problem statement:
Hotstar is a leading on-demand video / film streaming service in India. Most of their subscriber base is non-paid / free users. Competition (in terms of free platforms) has been steadily increasing in the last few years (Zee5, and several others who have launched in the last year). In terms of the paid subscriptions, Netflix is the key competitor. They are looking for ways to significantly improve their paid subscriber base.

Hotstar is looking for insights, opportunities and solutions that will help fuel their paid-subscriber base growth in the next 1-2 years. This could include all aspects of their business like (but is not limited to) their product strategy, go-to-market, pricing, marketing, communication, etc.


The ask from you:
Frame and do some ‘dipstick’ primary research (could be with just 2 or 3 users, or whatever minimum you feel is feasible in a short period of time) that will give you the first-hand empathy required for this problem statement; What we’re especially interested in are the tools / methods you use for the research that are particularly designed for this problem statement (beyond regular Q&A).

A presentation / document (or whatever other format you deem fit) that captures:
  1. the key insights, unmet needs, attitudes regarding people’s on-demand media consumption, and more specifically,
  2. what will it take to get people to switch to paid-subscription of Hotstar (specifically from Hotstar free).


Some broad guidelines & clarifications:
We are not looking for a comprehensive or ‘complete’ research or project solution; This is meant to only be an indicative or directional sense of how you might have done a project of this nature. We are interested in the process (methods / tools / approach), the thinking (why you choose to approach the project in the way you did) and the outcomes (the insights & opportunities to address the problem statement)






link to presentation file







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