After offering free streaming of the Indian Premier League (IPL) and other content to gain widespread popularity, Reliance-owned JioCinema is set to introduce a premium subscription model. This shift marks a significant change in strategy as the platform aims to monetize its content and compete with established streaming giants like Disney+ Hotstar, Amazon Prime Video, and Netflix.
The move comes after JioCinema successfully attracted a massive audience by offering free streaming of major sporting events like the FIFA World Cup and the IPL. In the opening day of the 2024 IPL season, JioCinema recorded 590 million video views, with 111 million fans tuning in to watch the match between Chennai Super Kings and Royal Challengers Bengaluru.
To further build its content library, Viacom18, a Reliance venture that owns JioCinema, has invested heavily in acquiring content rights. A multi-year deal with Warner Bros. Discovery brought HBO, Max Original, and Warner Bros. content to the platform, including popular shows like Game of Thrones, House of the Dragon, and the Harry Potter movie series. Additionally, a deal with NBC Universal Media added content from Universal Television, Sky Studios, and Dreamworks Animation, such as The Office, Downton Abbey, Suits, and franchises like Jurassic Park and Fast & Furious.
The subscription plan, named JioCinema Premium, is priced at ₹999 annually. This plan allows users to stream content on multiple devices and access marquee entertainment content. While JioCinema has gained considerable traction, it still lags behind major players in terms of paid subscribers. Experts suggest that the platform’s increased investment in local and international content could drive growth in its premium tier.
This transition occurs as the Indian video streaming market is projected to experience substantial growth in the coming years. Reliance Jio’s extensive mobile and broadband subscriber base provides a significant advantage in reaching a wide audience. Industry observers are keenly watching to see if JioCinema’s strategy of offering free content to build a user base will translate into long-term success with its paid subscription model.
