Josraj Arakkal
@simc.edu
Professor of Practice
Symbiosis Institute of Media & Communication
RESEARCH INTERESTS
Consumer media consumption habits, impact of OTT / digital streaming platforms
Scopus Publications
Scopus Publications
Josraj Augustine Arakkal and Preetha Menon
IGI Global
The battle between JioCinema and Star Sports for live sports viewership reached its peak with Indian Premier League (IPL) 23. In stage one, this chapter uses the case study method to present the story of IPL 23 viewership in the light of free subscriptions. Data was collected through secondary sources like newspaper articles, online newsfeeds, syndicated reports, and expert comments over a period of six months. This data was then analysed on the basis of audience size, advertiser dynamics, and advertising revenues for both JioCinema and Star Sports. Focusing on free subscriptions as a tactic and the sustainability of such promotions on the long-term standing of an over-the-top platform (OTT), an OTT platform performance model (PPM) is proposed in stage two of this chapter. The model offers a five-pronged approach to long term sustainability of an OTT platform.