Disney’s decision to provide free mobile streaming reflects the challenges of capturing a mass audience in a country where purchasing power is comparatively lower than in Western markets.
In a strategic move to fortify its presence in the competitive Indian streaming market, Disney has announced plans to offer complimentary mobile streaming of the upcoming Cricket World Cup in the country. This initiative is part of Disney’s broader effort to contend with JioCinema, led by Indian tycoon Mukesh Ambani, as both entities vie for supremacy in the streaming landscape.
The Cricket World Cup, commencing with the England vs New Zealand match in Ahmedabad, is set to run until November 19. Notably, this marks the first time in over a decade that the prestigious competition will take place in India, promising to attract an extensive viewership, potentially numbering in the hundreds of millions.
Having secured exclusive broadcast and digital rights for the World Cup, Disney sees this as a pivotal opportunity to regain momentum in India. Last year, the company relinquished the online streaming rights for the popular Indian Premier League (IPL) to JioCinema. Mobile phones serve as a critical viewing platform in India, particularly considering that a majority of the population does not own televisions.
ICC Men’s Cricket World Cup 2023 Schedule, Fixtures, Teams, Dates, Time and Venues
Disney’s decision to provide free mobile streaming reflects the challenges of capturing a mass audience in a country where purchasing power is comparatively lower than in Western markets. Previous seasons witnessed Disney experimenting with offering free online streaming for events like the IPL, acknowledging the significance of such promotions in the Indian market.
The timing of the World Cup aligns with India’s festive season, characterized by a two-month stretch of consecutive religious celebrations, including Diwali. This period typically witnesses a surge in consumer spending, creating a favorable environment for attracting a broad viewership.
In pursuit of reaching a viewership scale similar to the IPL, which drew approximately 800 million viewers, Disney is adopting a multi-pronged approach. Through both free mobile streaming and traditional TV broadcasts, the entertainment giant aims to engage a diverse audience. However, the longer format of World Cup matches poses a challenge compared to the IPL’s shorter, three-hour matches, which have contributed significantly to its global success since its launch in 2008.
Google Doodle Celebrates ICC Men’s Cricket World Cup 2023 Opening Day
Despite an estimated $300 million in anticipated advertising spending on the World Cup, it remains uncertain whether Disney can surpass the remarkable buzz generated by the IPL, which saw advertisers spending around $480 million in the most recent edition.
Analysts, such as Mihir Shah from Media Partners Asia, emphasize the critical role that these 75 days of the festive season play, likening it to a carnival that stimulates consumer spending. However, the potential impact of an early exit by the Indian team could pose a significant hurdle for Disney, potentially leading to a drop in domestic interest and advertiser confidence.