The rise of live-streaming has reshaped the landscape of content consumption, offering audiences a dynamic and interactive experience. Unlike on-demand services that emphasize convenience, live-streaming fosters shared moments, amplifying engagement through real-time interactions. This format not only caters to advertisers by unlocking new sponsorship avenues but also resonates deeply with viewers seeking connection and belonging. Platforms like JioHotstar have capitalized on this trend by streaming culturally significant events such as concerts, religious celebrations, and sports tournaments, drawing millions of views. Industry experts agree that while OTT platforms revolutionized individualized viewing, live-streaming complements this by creating communal experiences centered around immediacy and interactivity.
In recent years, JioHotstar has demonstrated the power of live-streaming through its coverage of major cultural and sporting events. For instance, their broadcast of Coldplay's 'Music of the Spheres' concert garnered over 83 lakh views and clocked more than 16.5 crore minutes of watch time. Similarly, the live-stream of Mahashivratri attracted 3.9 crore live views and accumulated 21.8 crore minutes of watch time. Another notable event was the Ram Navami celebration featuring Amitabh Bachchan, which saw an impressive 8.2 crore live views. These figures underscore the platform’s ability to leverage live-streaming as a tool for fostering shared cultural moments across India.
Ashish Sehgal, Chief Growth Officer at Zee Entertainment Enterprises Ltd., highlighted how live-streaming introduces a community-driven experience akin to traditional "appointment viewing." By focusing on high-interest events such as festivals, sports tournaments, and cultural ceremonies, platforms can build AVoD (Advertising Video-On-Demand) offerings that resonate with diverse audiences. Examples include Ganpati Aarti during Ganesh Chaturthi, Jallikattu celebrations during Pongal, and even local football leagues like the Calcutta Football League.
Experts in the entertainment industry point out that technological advancements have been instrumental in enhancing the quality and reach of live-streaming. According to Chandrashekhar Mantha, Partner and Media & Entertainment Sector Leader at Deloitte India, features like personalized recommendations and multilingual support make live content more inclusive. Technological innovations such as content delivery networks (CDNs), adaptive bitrate streaming, and cloud-based production tools ensure smooth playback and immersive experiences, even under varying network conditions.
From a branding perspective, live-streaming provides unique opportunities for regional storytelling. Kaushik Das, Founder and CEO of AAO NXT, emphasized the potential of authentic, high-engagement content tied to regional pride. Platforms specializing in specific languages or cultures, such as Chaupal for Punjabi, Haryanvi, and Bhojpuri content, are exploring live coverage of regional festivals, artist showcases, and creator-led sessions. Nitin Gupta, Chief Content Officer at Chaupal, noted that aligning audience interest with sponsor alignment is crucial for success in this space.
Despite its advantages, live-streaming comes with technical challenges that could impact user experience. Latency remains a primary concern, disrupting real-time interaction and diminishing the sense of presence. Scalability is another issue, as sudden spikes in viewership can strain server capacity, leading to buffering or outages. Charu Malhotra, Co-founder and Managing Director of Primus Partners, stressed the importance of scalable, cloud-based solutions to handle these surges effectively. Additionally, ensuring cross-device compatibility is vital, given the variety of devices used by today's viewers—from TVs and smartphones to tablets and desktops.
As live-streaming continues to evolve, it offers a compelling balance between audience demand and commercial viability. By addressing technical hurdles and embracing innovative strategies, platforms can harness the full potential of this format to deliver engaging, culturally relevant content while meeting the needs of sponsors and advertisers alike.