Jio’s content push may stir an OTT turf war
NEW DELHI : JioCinema, the video streaming platform owned by Mukesh Ambani’s Reliance Industries Ltd, is set to disrupt the Indian OTT market with its free local language programming, which sets it apart from rivals such as SonyLIV or ZEE5, who have similar content behind a paywall. Moreover, JioCinema’s recent acquisition of Warner Bros Discovery content, which includes popular HBO Originals, and the addition of Universal Studios content poses a threat not only to Disney+ Hotstar, which has also lost the IPL rights but also positions the Viacom18-owned service alongside established players like Netflix and Amazon Prime, known for premium international programming.
Industry experts anticipate that the move could have implications on content production and talent acquisition that could become more expensive with the entry of a Reliance-backed deep-pocketed player, putting pressure on rivals to re-evaluate pricing and strategies. Netflix, Amazon Prime, Disney+ Hotstar and JioCinema did not respond to Mint’s queries on Jio’s emergence as a new player.
SonyLIV and ZEE5 did not respond either. “The biggest perception over the past few months is that JioCinema is now competing seriously in the premium English content space that was once occupied by Disney+ Hotstar, Netflix and Amazon Prime.
They’re also in talks with other studios in the US to bring more non-Netflix or Prime catalogue to the country," said a senior executive at a rival streaming platform calling Jio’s acquisition of the HBO and Peacock catalogue a clear threat to Disney that now has programming that primarily caters only to kids. By introducing largely free programming, Jio has shown an understanding of the Indian market where people aren’t exactly willing to
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