JioCinema turns up the heat in the OTT battle

After a rapid rise in online video viewership and a big spike in content budgets during Covid lockdown, digital platforms were planning to rationalize costs but then JioCinema happened. After first giving the audience a taste of watching the Indian Premier League (IPL) for free on its platform, Jio began strengthening its premium English language content. It struck deals with Warner Bros’ Discovery for HBO’s acclaimed series, for Max Originals’ shows, and also some current and future Warner Bros. blockbuster films and also with NBC Universal for films and TV series, and then put all this premium content behind a paywall for affluent customers.

At the same time, it continues to lure the masses with free shows and films like Shahid Kapoor-starrer Bloody Daddy which it also produced. Vicky Kaushal and Sara Ali Khan’s Zara Hatke Zara Bachke too is expected to come on the platform soon. Company insiders say that the programming budget for JioCinema for this year alone is in the range of ₹3,500-4,000 crores.