Context: Improving video content consumption experience

Hotstar has gained immense popularity in India for the exclusive sports content that it has: namely cricket and football. And more importantly, because it was a freemium service for these offerings.

Essentially, one could watch the IPL and EPL for free, on any screen, with some delay and ads.(IPL: Indian Premier League, EPL: English Premier League)

This year though, after a major rebranding exercise with Disney, its parent, things have changed.

A user can only view this exclusive content with an affordable plan, with ads, or a more expensive plan, ad free. 

While to an avid fan, nothing much changes (as they would happily pay), for a major chunk of the audience, a lot has changed.

In effect, the barometer by which Disney+Hotstar is now judged is several notches higher.

Also, Disney is now more focussed on creating original content.

So, while earlier the video consumption experience and curation of content being ok was acceptable, Hotstar now has to compete with the likes of Netflix and Amazon Prime for original content as well as Youtube, at the same time, for free content.

In this challenge, you need to find ways in which Disney+Hotstar can leverage its exclusive content better, so that more people find it worthwhile paying for content.

The changes that you suggest should be related to either the consumption experience or the content curation or both.

There are two segments worth interviewing for getting insights: