THE #1 DESTINATION TO BUILD YOUR BRAND

DISNEY+ HOTSTAR HAS MASSIVE SCALE ACROSS ENTERTAINMENT & SPORTS

Entertainment Sports

260 Mn MAUPlatform Scale during IPL

65% of all OTT Users Watched Disney+ Hotstar during IPL ‘20 (Wk 1)Significant reach aggregation within the digital universe

25 Targeting Cohorts on Live SportsAcross Geo & Affluence

Innovative Ad FormatsBranded Cards, Social Feed, Squeeze Ups

192 Mn MAU#1 TV Channel in Urban India

28 Mn SubscribersLargest OTT Subscriber base in India

45 Mins/user/dayHighly Engaged Users

50% Primary Screen ViewershipHotstar First Audience

100+ Targeting CohortsSharp contextual targeting

Innovative Ad FormatsTo maximize engagement opportunities

HOME TO THE MOST PREMIUM BRAND-SAFE CONTENT IN THE COUNTRY

All content may not be available for advertising

CURATED 100% BRAND SAFE CONTENTStringent Quality Checks and SnP guidelines followed on all content

Disney Catalogue (Hindi, Tamil, Telugu)

Hotstar SpecialsMovie Premieres Popular GEC Shows

Disney+ Hotstar Scale =

65%TV Urban (ALL ADULTS 15+) Reach

Significant reach in

regional markets as well

Maharashtra, Telangana, Tamil Nadu, Kerala

contribute to ~40% of the total WT

on the platform

TN / PONDICHERRY 13.8 MN (43%)

GUJ / D&D / DNH 10.6 MN (48%)

UP / UK17.2 MN (65%)

AP/ TELANGANA19.7 MN (76%)

KARNATAKA12.1 MN (56%)

MAH / GOA 27 MN (56%)

PHCHP16.4 MN (102%)

MP / CHHATTISGARH 10.7 MN (55%)

KERALA4.5 MN (34%)

RAJASTHAN7.8 MN (62%)

ORISSA3.8 MN (77%)

Delhi16.5 MN (132%)

BIHAR / JHARKHAND 15.8 MN (139%)

WEST BENGAL13.5 MN (59%)

*TV Reach comparisons MF 15+ Urban

PAN INDIA 192 MN

WITH SIGNIFICANT SCALE ACROSS KEY MARKETS

PRIMARY VIEWERSHIP DRIVEN BY YOUNGER AUDIENCES IN URBAN MARKETS

Gender

65% Males

35% Females

Age

70% 18-34

60% 25+

30% 35+

Geo

50% Top 8 Metros

80% 1 Mn+ Towns

Device Price

15% 20K+

40% 10-20K

Affluence

85% NCCS AB (Free)

1.3X AB Contribution (VIP)

Devices

95% Mobile

5% Web

Cross-App Usage

73% Shoppers

40% E-Walleters

25% OTT Lovers

Language

61% Hindi

11% Tamil

9% Telugu

AN EVOLVED, EDUCATED CONSUMER BASE WITH INTERESTS SPANNING MULTIPLE ARENAS

Educated & Affluent40% are Graduates/Diploma Holders Average Monthly Household Income – INR 18,000

Audiophile70% of consumers who like to watch Music shows are on Disney+ Hotstar

Online Shopper66% of Monthly Online Shoppers77% Urban Indians who spend>Rs 5000 in 6 months on online shopping

Auto/Durable Owner70% penetration in Owners of Car + 2 W~40%-50% own a Washing Machine, Fridge or Air Conditioner

Premium Content Lover90% penetration in Paid OTT Apps Audience

Financially Secure 70% penetration in Investors of Stocks and MFs63% penetration in Credit Card Users.

Avid Traveller66% of Annual Travelers 15% of them travel abroad

Cooking Aficionado67% of “People Interested in Cooking“ or are “Recipe Enthusiasts”

Grooming & Beauty2X indexed for Specialty creams like Acne, Lip Care & Blemish ControlIndexed positively across Hair Care Products like Shampoos & Conditioners

Source: Kantar World Panel, TGI Wave 2

WHAT’S DOES IT MEAN FOR AN ADVERTISER?

- 28 MN+ AFFLUENT, ENGAGED SUBSCRIBERS

- INDUSTRY FIRST, MOST EFFICIENT ADVERTISING

SOLUTIONS FOR VIP SUBSCRIBERS

Jan’20 - Dec’20 saw significant increase in subscribers

5XGrowth in VIP User Base

2.5XCTV Growth

THE LARGEST OTT SUBSCRIPTION IN INDIA WITH 28 MN+ PAID SUBSCRIBERS

80% of VIP consumers are in the 25+ Age bucket (vs 60% on Non VIP)

40% of VIP consumers are Female ( vs 35% on Non VIP)

An avg VIP consumer has 50% higher watchtime/day (68 mins) on the platform

40% of VIP consumers watch >1 hour of content per day

Top 8 metros constitute~80% of overall VIP consumers

Consumer Profile:

30% of VIP consumers watch content on WIFI

(likely to have Broadband service)

VIP consumer have 5X higher share on iOS Devices

VIP consumers have 3X more watchtime on English content

Affluence:

HOME TO THE MOST AFFLUENT & ENGAGED CONSUMER BASE ON DIGITAL

Source: Internal Analytics

TV: HSM U+R 15-40 AASource: Internal Analytics | Industry Estimates

DISNEY+ HOTSTAR IS 15% MORE EFFICIENT THANTHE NEXT BEST ALTERNATIVE

TV HD Niche Channels

3500/10s CPM

TV HD Mass Channels

280/10s CPM

EnglishPrint Dailies

1400/10s CPM

Disney+ HotstarVIP Targeting

150/10s CPM

E-commerce Shopper Targeting

280/10s CPM

AND THE MOST EFFICIENT WAY OF REACHING AFFLUENT AUDIENCES ACROSS INDIA

Competing OLVs -Advanced targeting

176/10s CPM

DRAMA GENRE & HINDI LANGUAGE BIGGEST DRAWS FOR BOTH AVOD & VIP USERS

Drama40%

Reality19%

Romance11%

Family8%

Mythology7%

Action5%

Horror4%

Others6%

Hindi61%

Tamil11%

Telugu9%

Bengali9%

Malayalam3%

English4%

Marathi2%

Kannada1%

GENRE LANGUAGES

GENRES THAT REMAINED OLD FAVORITES: Drama, Reality, Romance

GENRES THAT SAW SPIKES IN REACH IN 2020: Comedy, Family, Mythology, Health & Fitness

REGIONAL LANGUAGES CONTRIBUTED 40% OVER THE YEAR

Grew from 34% in JFM’20 to 46% Contribution in OND’20 on the back of Bigg Boss Tamil & Telugu

Source: Internal Analytics

POPULAR TITLES CONTINUE TO GARNER HIGH SCALE AND DAILY VIEWING

*2 Day Retention averaged over a 45-day period

HINDI GEC TOP SHOWS

8-10 MN monthly reach/show

20 Min Daily Watch TIme

67% Hindi GEC viewers come daily to watch the show on Hotstar*

REGIONAL GEC TOP SHOWS

35 MN+ monthly viewers for all regional shows

FREE MOVIES

35 MN+ monthly viewers

IMPACT PROPERTIES CONTINUE TO SHOW A SIGNIFICANT GROWTH IN VIEWERSHIP & WATCHTIME

~20%of Viewers come to Disney+ Hotstar to exclusively watch Impact Shows = Incremental Reach for advertiser

46 minsAvg WT/User/Day on ImpactShows = Engaged Audience

BB Tamil & BB TeluguWere among the top 6 GEC titles on D+ HS in the past year

MasterChef AustraliaEnglish Content

40% growth in Reach20% growth in WTFemales, Online Shoppers, Foodies, Families were dominant consumer characteristics

Dance +HSM Content

10% growth in Reach15% growth in WTMales, Online Shoppers, Heavy Data Users were dominant consumer characteristics

Bigg Boss TeluguTelugu Content

53% growth in Reach60% growth in WTMales, Gamers, Parents, Social Media Adopters, News Viewers were dominant consumer characteristics

THE LARGEST TV CHANNEL ON MOBILE IN URBAN INDIA

DISNEY+ HOTSTAR

MAU Oct’20

Biggest TV Channel Urban India (Star

Gold)

192Mn

135Mn

Biggest GEC Channel Urban India (Sony

Entertainment)

121Mn

> >

Source: Internal Analytics & BARC Urban panel

DISNEY+ HOTSTAR DOMINATES THE OTT VIDEO SPACE WITH 75% MARKET SHARE

Source: App Annie; Watchtime metric (Jan’20 - Oct’20)Video players like MX | Content Aggregators like JioTV not classified as OTT

Sony LIV (Unified)

21.7b (5.84%)

ZEE5 (Unified)

34.4b (9.27%)

Voot (Unified)

34.7b (9.35%)

Disney+ Hotstar (Unified)

280b (75.54%)

Total Time

93% Ent Watch time from

videos > 20 mins due to

Long Form Episodic Content

45 Mins Watch time per user per day

20 Mins Watch time/user/day on

each GEC show with typically

20-22 mins long episodes

Music Videos44%

Entertainment (Clips + Old Archive Episodes)35%

Education9%

Film5%

Comedy3% News & Politics

1%

OLV’s primary viewership comes from short clips (3-5 mins long) which can be described as “snacky” content

OUR AUDIENCES ARE MORE ATTENTIVE VS ONLINE VIDEO DUE TO LONG FORM CONTENT

COMPETING OLV’S

Source: SocialBlade.com for OLV Content Consumption

TAKEAWAYS FROM NEUROSCIENCE INDEX STUDY:

Hotstar ad engagement was 25-50% higher than Facebook and YouTube

due to absence of distracting elements like Skip Button.

1/3rd of the average view duration on Skip Ads (8 sec) is spent staring at

the “Skip button”

Social Media Platforms (SMP): Average view duration is less than 5

seconds (for a 20 sec ad)

Skip Button

Call To Action

AD Counter

85-95%Hotstar VTR vs Competition at 30-40% VTR

5568 44

SMP OLV

NEURO SUCCESS INDEX COMPARISON

NSI is a metric derived on the basis of:

1. Cognitive Load (Information Receptivity)

2. Arousal (Emotional Experience)

3. Motivation (Evoke Desire)

4. Visual Attention (which analyses the parts of creative

missed or focused upon)Source: Neuroscience Index Study

LEADING TO HIGHER COMPLETION & ENGAGEMENT VS OLV ADS

A TRUSTED PLATFORM FOR THE BIGGEST BRANDS IN INDIA

REMAINS THE PREFERRED CHOICE FOR BOTH ESTABLISHED AND EMERGING BRANDS

LEVERAGE THE POWER OF CONTENT TO YOUR BRANDS ADVANTAGE

Exclusive destination for your content on Disney+ Hotstar

Associate with leading star shows & popular movies

Exclusive digital integrations on marquee impact properties

Show/Movie Associations to move up message association and aided

awareness

Logo Presence & Digital Exclusive Integrations to increase

consideration in Core Audience Segments.

Exclusive Showpage on Platform, complemented with Promotional

Inventory to Drive Views to Content

CREATE

MAKE POPULAR STAR INFLUENCERS THE CUSTODIANS OF YOUR BRAND

7 out of 10 top TV influencers are Hotstar faces

Based on volume of social media chatter

CREATE

PARTNER WITH INFLUENCERS TO PRODUCE ORIGINAL CONTENT

Shoot or Footage Based Content with Influencers

Self Shot Capsules by Popular Influencers

Social Media Advocacy by Influencers

Still Based Creatives using Influencers

Leverage Multiple Influencers depending on the content produced to

resonate with different Target Groups

Vikas KhannaCelebrity Chef Partnered

with Quaker Oats

Mandira BediActress & Sports Anchor,

Partnered with Rummy Circle

Milind SomanFitness Icon, Partnered

with Listerine

Rahul Subramanian Popular Youth Comedian Partnered

with Rummy Circle

Social Media Advocacy by Popular Celebrities & Smart Utilisation of Ad Assets drive views & buzz around the

content produced

Offerings

CREATE

HIGH IMPACT ASSETS TO MAXIMIZE REACH AND SOV ON KEY DAYS

Billboard Roadblock (Static/Video)

100% SoV, 70-80 MN Impressions, 15-20 MN Reach

Preroll Takeover

70-80% SoV, 30 MN Impressions/Day, 10 - 12 MN

Reach

Midroll Takeover

25 MN Impressions/Day, 8 - 10 MN Reach

Sustenance Takeover

10 MN Impressions/Day, 5 -6 MN Reach

AMPLIFY

INTERACTIVE AD FORMATS TO ENGAGE YOUR CONSUMERS AND SUSTAIN TOMA

Companion Carousel WebviewLead GenCTA

Drive Purchase Intent with Clear Call to Action

Avg Interaction Rates: 0.5% - 0.8%

Drive consideration – With reply to enquiries, Demos

Avg 200-300 Leads generated in 4 weeks

Drive consideration – with product features, variants, models

Avg Interaction Rates: 2% - 3%

Drive last mile conversion - Price comparison /purchase

70% of Webview Delivery results in Website Interaction

AMPLIFY

ALONGWITH A SUITE OF TARGETING OPTIONS TO REACH CONSUMERS RELEVANT TO YOUR BRAND

AUDIENCE

Reach out to the audience that fits with your core TG

Age/ Gender/ Geography

Genre/ Language

Carrier Device PriceVIP/CTV

Subscribers

Audience Targeting has shown uplifts in aided awareness in core TG

INTEREST

ADVANCED

Engage with the Audience that has the most affinity towards

your product

Advanced Targeting Options for sharper segmentation

Music Lovers Sports LoversAuto

EnthusiastsGaming Cohort

Health & Fitness Cohort

Utilising interest cohort targeting has shown above average uplifts in purchase interest & message association

Custom Audience1P/3P Targeting to differentially

target audiencesPincode Targeting/Phone Number Targeting

Retarget your audiences on Entertainment

IPL Ad InteractorsViewers of Premium Shows

Kids Content Viewers

Sequential TargetingTarget your consumers with

different creatives depending on their consumer behaviour

Advanced Targeting Filters allow for sharper specificity & help in driving lower funnel metrics

TARGET

ALONGWITH THE ABILITY TO TRACK ALL THE METRICS RELEVANT TO YOUR CAMPAIGN

Hotstar Internal TrackingTracking Link shared with client giving access to campaign

dashboard

Ad Impressions

Ad CompletionsClicks

Click Through Rates

All metrics are given goal wise & ad format wise allowing for optimization, if any, during the course of the campaign

Third Party ValidationAllows implementation of 3P trackers to validate campaign

metrics

Metric: Clicks, ImpressionsAd Formats: Video, Native Display, Billboard

Metric: Demo AccuracyAd Formats: Video - non live

Metric: Viewability in-valid trafficAd Formats: Video - non live

Metric: Installs/AttributionAd Formats: Video

MEASURE

THANK YOU