OTT

Disney’s Hotstar to Limit Password Sharing with New Device Login Policy for Premium Users

• ByStartupStory     |    July 29, 2023

Walt Disney’s India streaming service, Hotstar, is set to implement a new policy aimed at limiting password sharing among its premium users. The company plans to enforce a policy that will allow premium account holders to log in from only four devices, in an effort to prevent excessive sharing of login credentials, according to two sources with direct knowledge.

The decision by Disney’s Hotstar comes as a response to the growing concern of password sharing in the streaming industry. Streaming rival Netflix recently announced a similar move, informing subscribers in more than 100 countries that they will need to pay more to share the service with people outside their household. In contrast, Hotstar’s premium account currently allows logins on as many as 10 devices, despite stating on its website that the number of devices that can be logged in is four.

Initially, Disney had adopted a lenient approach to the login policy, hoping to attract subscribers through password sharing and eventually convert them into individual account holders. However, the company has now decided to implement stricter measures to ensure fair usage and to maintain the integrity of its premium services.

In India, streaming services like Disney+, Netflix, Amazon, and JioCinema, led by billionaire Mukesh Ambani’s venture, have gained immense popularity. The Indian streaming market is expected to reach a value of $7 billion by 2027, according to estimates by Media Partners Asia. Among these platforms, Hotstar remains a market leader in terms of users, boasting approximately 50 million subscribers.

To enhance user experience, Disney’s Hotstar aims to implement the new four-device login restriction for both premium and cheaper plans. The move is intended to align with the company’s commitment to providing seamless service to its loyal subscribers.

Despite being the market leader, Disney is also exploring various options for its India digital and TV business. The company is reportedly in early discussions internally to consider potential partnerships or joint ventures.

The introduction of the device login policy and the exploration of new strategic opportunities highlight Disney’s ongoing efforts to evolve and adapt to the ever-changing streaming landscape in India.

 

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