JioCinema is world’s fastest-growing subscription platform: Kiran Mani

The 19th edition of the Internet and Mobile Association of India’s (IAMAI) India Digital Summit featured an insightful session titled "Access, Experiences, and Content Innovation: Steering the Next Chapter of Entertainment in India." The discussion, led by Kiran Mani, CEO – Digital, JioStar, and Ashish Pherwani, EY India’s Media & Entertainment Leader, explored how technology, access, and innovation are transforming India’s entertainment landscape.

Transformative Growth of Digital Entertainment in India

Ashish Pherwani highlighted the seismic changes in the digital entertainment ecosystem, underscoring the launch of JioCinema Premium and JioStar as pivotal moments that reshaped the industry. Reflecting on his journey back to India after nearly two decades with global tech giants like Google, Kiran Mani shared his belief in India’s technological and economic tipping point. "What I have witnessed in the past year has exceeded my expectations. India is now truly a billion-screen connected audience,” he noted, emphasizing the explosive growth of sports, entertainment, gaming, and short-form content.

Mani attributed this growth to India’s rapid technological evolution, affordable devices like the sub-Rs 5,000 JioBharat phone, and increasing digital penetration in Tier 2 and Tier 3 cities. The recent IPL streaming on JioBharat alone brought in 6 million new viewers, marking a shift in content accessibility for previously untapped audiences.

The Future of Subscriptions and Sustainable Models

When asked if subscription-based video on demand could become a mass product, Mani emphasized the need for sustainable economic models. He pointed out that while the OTT viewership base in India exceeds 700 million, only 60-70 million are paid subscribers. “Advertising alone cannot sustain premium content or great storytelling. The industry must unlock better payment systems and create subscription relevance,” he stressed.
Sharing JioCinema’s strategy, Mani explained their experiment with a Rs 29 price point, which resulted in the platform achieving 20 million subscribers in under six months—earning it the title of the world’s fastest-growing subscription platform. He also noted that Hotstar, another platform under their portfolio, continues to experiment with innovative pricing models.

Advertising in 2025: Data-Driven and Outcome-Focused

As India’s digital ad market grows to $9 billion, Kiran Mani emphasized the need to evolve beyond traditional practices. He stressed the importance of combining storytelling with data-driven advertising to create meaningful consumer experiences. “We focus on marrying the heart of storytelling with the science of performance marketing. It’s about delivering precise, real-time, outcome-driven results through advanced integration of consumer, content, and location data,” he said.

Mani also noted the increasing role of small businesses in the digital ecosystem, leveraging data to reach consumers more effectively. “The challenge lies in aligning data science with actionable outcomes while fostering inclusivity and accessibility,” he added.

Content Innovation and the Rise of OTT

Reflecting on the evolution of content, Mani credited production houses and creators for bringing big-screen quality to small screens. From aspirational shows like Shiv Shakti to mass favorites like Naagin, the OTT revolution has reshaped India’s storytelling landscape. He also highlighted JioCinema’s success with the Olympics, where a shift from a single curated feed to 20 concurrent feeds in six languages resulted in a

7x viewership increase.

Mani revealed a significant shift in content consumption trends, with Hindi overtaking English as the top language for Hollywood content in India. “Access isn’t just about streaming capacity; it’s about making content relatable and engaging,” he explained.

The Role of Technology in Shaping Entertainment

Ashish Pherwani observed the increasing integration of technology and content in India’s media ecosystem. Mani agreed, stating, “While technology cycles evolve, the power of compelling content remains constant. Investments in technology should simplify and enhance consumer experiences, unlocking endless possibilities.”

A Vision for Growth

Wrapping up the discussion, Mani outlined his vision for the industry. “We have a collective responsibility to make the entertainment ecosystem accessible and sustainable. This market requires nurturing and deep investment. It’s about growing together,” he concluded.

JioCinema’s rapid growth and innovative strategies underscore its role in shaping India’s digital entertainment future, positioning it as a global leader in the space.