The shift in regional content consumption has transformed digital advertising on platforms like Disney+ Hotstar. Viewership in regional languages such as Tamil, Telugu, and Malayalam has skyrocketed, thanks to popular reality shows and blockbuster movies. To meet the rising demand, over two-thirds of new titles on Disney+ Hotstar are now dubbed in multiple languages, expanding the platform’s reach across diverse Indian audiences.
Recent surveys also highlight shifting consumer behaviors, particularly among Gen Z and women, who plan to increase their spending by an impressive 47% this festive season. As the demand for personalized digital experiences grows, innovative ad solutions like hyper-targeted ads and pause ads have become indispensable for brands. Connected TV (CTV) advertising is becoming especially relevant as regional brands move toward digital avenues to amplify their visibility.
To explore the growing influence of regional content on advertising, MediaNews4U spoke with Dhruv Dhawan, Head of Ads at Disney+ Hotstar, who shared insights into how the platform is adapting to this evolving landscape.
Rising Regional Viewership and Impact on Ad Revenue
Dhawan revealed the impressive uptick in regional content consumption, particularly for Tamil, Telugu, and Malayalam programs. Shows like Bigg Boss Tamil and blockbuster films such as Avesham and Salar are setting viewership records. “In the last 12-18 months, two-thirds of our new titles have been dubbed in languages beyond Tamil, expanding our audience reach,” he noted. The trend reflects the growing popularity of South Indian content among Hindi-speaking audiences, with about half of the Hindi audience engaging in these regional offerings.
While revenue specifics were not disclosed, Dhawan emphasized that the increasing viewership showcases a strong potential trajectory for regional content, which is creating an encouraging environment for advertisers.
Evolving Consumer Sentiment: Highlights from the Festive Survey
Dhawan shared valuable insights from Disney+ Hotstar’s recent festive survey. Notably, there’s a surge in consumer spending intent, with an average increase of ₹25,000 in projected expenses compared to previous years. “Women and Gen Z are at the forefront of this spending spike, with key interest in categories like clothing, electronics, and beauty,” Dhawan observed.
The survey’s findings reinforce Disney+ Hotstar’s strategic focus on these demographics and align well with the audience’s growing preference for digital shopping. The platform will use these insights to fine-tune advertising packages, ensuring resonance with these high-impact consumer segments.
Innovations Tailored for South Indian Brands
Recognizing the uniqueness of the South Indian market, Disney+ Hotstar has implemented features like hyper-targeted ads and in-show brand integrations. These allow brands to craft regional messaging, resulting in more effective and memorable campaigns. For example, the show Cooku with Comali integrated eight sponsors, while Bigg Boss Malayalam featured 13, providing advertisers with organic opportunities to connect with their audiences.
“Pause ads are another standout product, offering brands visibility during natural breaks,” Dhawan said, noting that the feature has received positive feedback from FMCG and retail brands. Innovations like the Breakout Billboard format on mobile devices also cater to local markets, enhancing brand recall through dynamic visuals.
Digital Versus Traditional: What Sets Disney+ Hotstar Apart?
To highlight the difference between digital and traditional media advertising, Dhawan shared insights into Disney+ Hotstar’s approach. “With shows like Bigg Boss Tamil, we provide a 24-hour feed on Disney+ Hotstar, allowing viewers to stay up-to-date in real-time, which is a level of flexibility traditional TV can’t match,” Dhawan explained.
Brand partnerships extend beyond static ad placements, integrating directly into shows like Upupuli Karam, where a scene with Jayachandra Textiles effectively increased foot traffic to the store. Similarly, the beauty brand Dazzler was embedded into the storyline of Hotstar Specials Heart Beat, allowing organic product placement that resonates with viewers.
Spotlighting Pause Ads and Other Metrics of Success
Innovative ad formats like Pause Ads, particularly popular with FMCG brands, have reshaped viewer engagement. This feature draws attention during natural breaks, and early feedback indicates that advertisers see promising levels of engagement. Disney+ Hotstar also measures ad effectiveness through metrics like reach, click-through rates, and view-through rates (VTR), while offering Brand Lift Studies to track ad impact.
“Many regional advertisers, particularly in sectors like jewelry and personal care, value the edge these innovations offer, allowing them to stand out in competitive markets,” Dhawan noted.
Building a Digital Advertising Ecosystem for Regional Brands
To support regional brands and agencies, Disney+ Hotstar runs roadshows and training sessions. Currently, the team is conducting a roadshow in Madurai, offering advertisers a deep dive into digital advertising opportunities on the platform.
Disney+ Hotstar’s self-service platform also appeals to smaller brands, with affordable budgets starting at ₹50,000 for entertainment. Dhawan expressed optimism about the positive response, with features like spot buys gaining traction, particularly in Tamil Nadu, where brands are increasingly leveraging CTV for enhanced engagement.
Flexible Brand Integration Options
Dhawan described three primary options for brands looking to advertise on Disney+ Hotstar:
- Sponsorship: Top-tier association that includes logo integration and ad placements.
- In-show Integrations: Seamlessly embedding brand products into show narratives.
- Co-branded Vignettes: Featuring characters interacting with brands during ad breaks.
These options allow brands to reach audiences in a way that feels organic, adding value to both advertisers and viewers.
Conclusion
Dhawan is confident that Disney+ Hotstar’s innovative ad solutions are well-positioned to support regional brands in reaching their audiences effectively. “We’re creating a comprehensive digital advertising ecosystem, empowering advertisers with the tools they need to succeed,” he said. With increasing viewership, evolving ad formats, and targeted education for brands, Disney+ Hotstar continues to redefine the landscape of digital advertising in India.
