The digital platform of the notable media firm Disney Star, Disney+ Hotstar has announced that all mobile phone users who access the OTT platform will be able to watch Asia Cup 2023 and the ICC Men’s Cricket World Cup 2023, later this year, for free.
The action will aid Disney+ Hotstar in maintaining its dwindling user base, which primarily relied on live cricket and the Indian Premier League (IPL). Viacom18 purchased the digital rights to the IPL, and before the 2023 season, it made all games available on JioCinema for free.
The move to remove the paywall for mobile-only viewers of the Asia Cup and the ICC Men’s Cricket World Cup is intended to further democratise cricket and make it available to as many mobile users in India as possible for the duration of the season, according to Disney+ Hotstar.
Sajith Sivanandan, Head of Disney+ Hotstar, said, “Disney+ Hotstar has remained at the forefront of the rapidly evolving OTT industry in India and the various innovations we have introduced to continue enhancing the viewer experience has allowed us to delight our audiences across the region. Making the Asia Cup and ICC Men’s Cricket World Cup available to a wider audience, we believe, will help us grow the overall eco-system.”
With events like the Asia Cup 2022, ICC Men’s T20 World Cup 2022, and ICC Women’s T20 World Cup 2023, Disney+ Hotstar previously generated significant viewership momentum for cricket brands.