The historic merger between Disney+ Hotstar and JioCinema took place on February 14, leading to the emergence of JioHotstar. However, the newly merged OTT platform has not even completed its first month yet and is already facing strong criticism from viewers regarding advertisements.
A noticeable issue has been raised by a large section of JioHotstar’s Premium user base, who have pointed out that the newly merged streaming entity is showing ads to premium users. What’s more concerning is the number, duration, and frequency of ads being shown to premium users.
Many people turn to OTT platforms precisely to escape the constant interruptions of traditional television advertising. Ads inserted into streaming content disrupt the immersive experience that viewers expect. When ads are placed abruptly, they can ruin the flow of a show or movie, causing frustration.
All subscription plans from JioHotstar offer access to unlimited live sports, the latest Indian movies, Hotstar Specials, Disney+ Originals, and more.
The Mobile Plan (Rs 149/3M, Rs 499/Yr) allows streaming on one mobile device with ads. The Super Plan (Rs 299/3M, Rs 899/Yr) supports two devices across mobile, web, and living room devices with ads. The Premium Plan (Rs 299/M, Rs 499/3M, Rs 1499/Yr) offers ad-free entertainment (except for live content) on up to four devices across all platforms.
Watching ads during live sports events is understandable, as JioHotstar has already mentioned this in its official helpdesk for subscription and pricing plans.
However, the issue arises for premium users, many of whom have complained about being forced to watch ads on content other than live sports events, despite purchasing the premium plan. Here are some tweets that illustrate their frustration.
JioHotstar's advanced targeting focuses on premium users for ads.
— 𝐆𝐔𝐑𝐉𝐀𝐑 𝐒𝐀𝐀𝐁 (@Siradhana_Saab) March 6, 2025
We paid for a premium annual subscription, not to be treated like freeloaders! Why the hell are we being forced to sit through your trailers like ads? This is a complete rip-off. Paid means ad-free stop shoving this garbage in our faces! @JioHotstar
— Rocky.C (@ROOCCKKYY) March 4, 2025
What's the use of purchasing a premium subscription if one has to view ads continuously. Merger seems a disaster.@JioHotstar
— Ishan (@Ishan88436664) March 3, 2025
What nonsense is this premium service, to watch1 hour video i have to watch 14 ads comprising 3 ads of 30 seconds which means more than 20 minutes of ads, worse than watching Tv. I didn't buy premium for this. Please reduce your ads. @JioHotstar @hotstar_helps @reliancejio
— priyanshpiplani (@priyanshpiplani) March 1, 2025
JioHotstar is one of the leading OTT streaming services in India, known for delivering high-quality content, including web series, movies, live sports events, and more. However, bombarding premium users with numerous unskippable ads will only lead to customer distrust and perceptions of false advertising.
The negative word-of-mouth surrounding JioHotstar’s Premium plan is spreading rapidly on social media and could severely damage the brand’s image in the coming days or months.
JioHotstar’s biggest competitive advantage in the Indian OTT market is its blend of content from Disney+ Hotstar and JioCinema. To maintain this edge, the merged entity must prioritise the customer experience. The merger was likely aimed at increasing market share, but excessive ads could hinder that goal.
Moreover, this situation could drive customer churn, as frustrated premium subscribers may cancel their subscriptions, leading to revenue loss. A negative user experience could also discourage potential new subscribers from joining the platform.
In the long term, JioHotstar needs to enhance its ad technology, gather customer feedback, and consider restructuring its subscription tiers. Swift damage control through social media monitoring and public relations is crucial to rebuilding trust and preventing further customer churn. Stay tuned for more updates.