Disney Hotstar Attracted 8.3 Million Viewers for Coldplay’s Concert .
Disney+ Hotstar announced the live stream of Coldplay’s Music of the Spheres concert in Ahmedabad drew 8.3 million views and generated over 1.66 billion minutes of watch time. The company claimed that viewers from all parts of the country participated, out of which, people from Maharashtra, Gujarat, Karnataka, NCR Delhi, Uttar Pradesh, Tamil Nadu, and West Bengal contributed 84.9% viewership.
“This sucess shows our commitment to bringing premium entertainment to audiences all over india on a large scale,said the platform.
CEO’s statement
At JioStar, CEO-Digital at jio stared the vision behind the event:
“Disney + Hotstar does not treat its live-streaming services as only a business venture, but as a tool that grants audiences access to innovative entertainment options throughout the country, unlike any before. The remarkable response received through Coldplay’s Music of the Spheres livestream proves that we are not only breaking boundaries which redefine engagement between audiences and global entertainment, but opening doors to endless storytelling possibilities with story telling through technology. This is the first step to a new age in live entertainment.”
Innovative Campaign Strategies
Disney+ Hotstar built an in-depth marketing campaign for Coldplay fans and for users who have not previously engaged with the product. We introduced features such as on-platform interactivity even as a lyrics integration which made it possible for fans to watch the performance and interact at the same time.
As part of the campaign, influencers organized watch parties and encouraged their followers to join.
To widen the viewership, campaign placements were also made on Book My Show, Spotify, Youtube, etc.
Brand Partnerships:
At the event, Jameson Ginger Ale acted as the event’s co-sponsor while Cisco served as the Livestream Event Partner and Courtyard by Marriott joined as the Livestream Associate Sponsor. These partnerships improved the viewing experience and engaged the subscribers’ attention through novel initiatives.
By having Disney+ Hotstar conduct the event, we can see how they were able to combine technology, storytelling, and marketing into an integrated strategy for offering high quality, premium live entertainment to a mass audience.
