In 2015, many large Indian TV networks started pulling long-form video content from YouTube, the dominant player and main destination for catch-up TV. In order to control distribution and monetize their own content, networks started to launch digital services to compete for a share of an emerging market, which accounted for around 160 million digital viewers. Star India led the charge with HotStar. Initially developed to stream the Cricket World Cup, the app clocked up 1.6 million downloads in the first week. Other network and cable providers quickly followed suit.
I led the design and UX team working in partnership with with channel leads, content teams, and two remote web and app development firms in India. The brief, to design a new video-on-demand service “Voot”, aggregating content from 46 linear channels, including exclusive digital-only series and kids content.