Jio Hotstar Going All Out, YouTube’s Budget Exceeded

It is an established fact that YouTube is the biggest digital streaming platform in the globe, but it appears that there might be substantial competition for the form of new platform launched by Jio Hotstar.

At the WAVES summit, JioStar Vice Chairman Uday Shankar revealed the company’s ambitious plan to spend over $10 billion on content from 2024 to 2026 far surpassing YouTube’s $2.53 billion.

In a conversation with Vivek Couto of Media Partners Asia, Shankar reflected on India’s media evolution over the past 30 years, from the cable TV boom to today’s streaming revolution. He praised India’s unique journey, driven by affordability, local enterprise, and mass accessibility, while cautioning that streaming content still trails consumer expectations.

He criticized overreliance on global content models and called for more Indianized storytelling that can eventually travel globally. Shankar pointed to regional content and sports in local dialects as growth catalysts but emphasized the need to bridge the creative gap through better talent infrastructure.

While North Indian cinema struggles creatively, he noted a resurgence in Southern industries. He also outlined the importance of telecom-driven distribution, innovative monetization, and tailored pricing models in a price-sensitive market.

Shankar projected strong future growth, urging innovation beyond traditional ad and subscription revenue. He concluded by stressing the need for smart regulation, arguing against homogenizing TV and digital platforms, which serve distinct consumer and market purposes.