JioStar may remove all entertainment content from YouTube; end free digital streaming in next big move

JioStar, the entity formed through the merger of Disney's Star India with Reliance Industries' Viacom18, is reportedly planning to remove its entertainment content from YouTube, according to an Economic Times report. The move is reportedly part of a broader strategy to limit free digital streaming and encourage users to subscribe to its paid services.

The company is yet to finalise the decision but may implement it as early as May 1, stated the reports.

Shift towards a paywall model:

This decision follows JioStar’s recent strategy of placing content behind a paywall on its streaming service, JioHotstar. Previously, it had offered premium content, including sports, for free, which had negatively impacted both pay-TV and subscription video-on-demand (SVOD) services.

With the pay-TV market shrinking, broadcasters like JioStar, Zee Entertainment, and Sony Pictures Networks India have been under pressure to remove their content from ad-supported video-on-demand (AVOD) platforms like YouTube.

Pay-TV providers, including Tata Play and Airtel Digital TV, have been urging content creators to take action to stop losing subscribers to free digital platforms.

ALSO READ: Explained: How rivals Airtel, Jio partnered for Elon Musk’s Starlink; benefits and launch details

Impact on pay-TV and digital streaming:

The TV subscription market, valued at around Rs 40,000 crore, has seen a decline, with pay-TV subscriptions dropping to 84 million homes. JioStar is exploring ways to boost its paid subscriber base and reduce churn.

The company also plans to introduce a content windowing policy, delaying the availability of its fresh content on free-to-air (FTA) channels like Star Utsav and Colors Rishtey by a year. Additionally, JioStar will launch a campaign on its FTA channels to encourage DD Free Dish users to switch to pay TV.

ALSO READ: Reliance Jio Coin price surges: Know what it is, buying & other key details

Monetization through telecom bundling and advertising:

Ahead of the Indian Premier League (IPL) 2025, JioStar is reportedly in discussions with telecom giants Reliance Jio, Bharti Airtel, and Vodafone Idea to bundle JioHotstar subscriptions with mobile data plans.

The platform is also working to attract startups and small to medium enterprises (SMEs) for advertising, offering packages ranging from INR 15 lakh to INR 1.5 crore.