JioCinema, a popular OTT platform, has introduced its new paid subscription service called Jio Cinema Premium. Users can now access Hollywood content hosted on the platform by paying an annual fee of Rs 999.
With a single subscription, users can enjoy content simultaneously on up to four devices. JioCinema’s parent company, Viacom18, has partnered with Warner Bros. Discovery to bring content from HBO, Max Original, and Warner Bros. to the platform. This collaboration has allowed JioCinema to make its foray into subscription video-on-demand (SVoD) services.
JioCinema had been streaming the Indian Premier League for free this year, utilizing the tournament to attract viewers to its platform. Additionally, Jio Studios, the film distribution arm of Reliance Industries, announced a content lineup of 100 films and web series in April. These titles are expected to be released on JioCinema from May onwards. Jyoti Deshpande, President of RIL Media and Content Business, mentioned the possibility of putting the original content behind a paywall.
Karan Taurani, a senior VP and research analyst at Elara Capital, commented on this development, stating that the pricing of JioCinema Premium is relatively lower compared to other premium OTT platforms like Hotstar, Amazon, and Netflix, which typically charge between INR 1000 and INR 2000 for an annual plan. However, Taurani believes that the Indian audience is driven by value and may not be willing to pay a premium price solely for HBO/Warner Bros. content. To compete effectively, JioCinema will also need to invest in improving its user experience, as a seamless and user-friendly interface is crucial for customer retention, along with high-quality content.
In summary, JioCinema has introduced its paid subscription service, Jio Cinema Premium, offering Hollywood content for an annual fee of Rs 999. The platform aims to expand its SVoD offerings by partnering with Warner Bros. Discovery and has a promising lineup of original content to attract viewers. However, in order to succeed, JioCinema needs to ensure a top-notch user experience to compete with other major SVoD platforms.