An effort to reduce password sharing and encourage individual subscriptions is underway as Walt Disney’s India streaming service, Disney+ Hotstar, plans to implement a new login policy. According to sources with direct knowledge, the policy will limit premium users to log in from only four devices. The move comes as a response to the prevalent practice of password sharing in the Indian market, aiming to establish stricter control over account access.
The policy enforcement follows a similar approach adopted by streaming rival Netflix, which informed subscribers in more than 100 countries that they would need to pay extra for sharing their accounts with individuals outside their households.
Presently, Disney+ Hotstar’s premium accounts allow logins on up to 10 devices, though the website states a four-device limit. The relaxed approach was intended to attract subscribers initially and later encourage them to convert to paid accounts. However, with the planned restriction, the streaming service expects that some users will opt to purchase their own subscriptions instead.
The internal testing of the enforcement has been carried out, and the company intends to implement the new policy later this year for premium accounts. Even the more affordable plan will be affected, limiting usage to only two devices.
The Indian market for streaming services has experienced exponential growth and is estimated to reach a value of approximately $7 billion by 2027. Disney, Netflix, Amazon, and Mukesh Ambani’s JioCinema have all gained significant popularity in the region, with Disney+ Hotstar holding a leading position in terms of users, boasting around 50 million subscribers. Research firm Media Partners Asia reported that between January 2022 and March 2023, Disney’s Hotstar secured a substantial 38 percent share of viewership in India, while competitors Netflix and Prime Video each held 5 percent.
Besides the streaming service policy change, Walt Disney is also exploring internal discussions about potential options to sell or establish a joint venture partnership for its India digital and TV business. However, further details on this matter have not been disclosed at this time.
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