Digital entertainers battle experience challenge as viewership figures rise

As data costs reduce, and content availability increases, the report expects the Indian consumer to spend up to 3.5 times more time watching content on digital platforms

Last month Hotstar announced that it had notched up a single-day reach of 100 million, for the India-Pakistan match during the ongoing ICC World Cup. Cricket has been a crowd puller for the platform, especially in a year where the game has been played almost continuously for close to six months. But such largesse is not free of challenges. Even as OTT platforms such as Hotstar, Amazon Prime, Netflix and others have ramped up their viewership numbers, they are also hit by the problem of rising customer expectations for digital viewing experiences.

According to the recently released Adobe Experience Index,