Hotstar was an online video streaming platform owned by Star India Private Limited, a wholly owned subsidiary of the Walt Disney Corporation. Since its launch in 2015, the platform had grown to offer over 100,000 hours of TV content, movies in nine Indian languages and live coverage of popular sporting events to its 300 million viewers. Although most of Hotstar's content was offered as a free advertisement-based service, users could access exclusive movies and TV shows by paying for a monthly or annual subscription plan. Hotstar's appealing content and high-quality technology made it one of the most popular video streaming apps but it now faced increasing competition from both domestic and foreign players. The company also had to accelerate the conversion of customers who used the free advertising-based streaming service to a subscription based streaming service. At the same time, there was a need to create more unique content leveraging its digital platform, as opposed to repurposing the content created for broadcast TV for digital streaming. Given all these challenges, the company's CEO Uday Shankar wondered, how should Hotstar evolve in order for it to become a profitable and sustainable business in the next few years?