comscore Vodafone partners with video-streaming service Hooq to strengthen content offerings

Vodafone partners with video-streaming service Hooq to strengthen content offerings

Hooq premiers popular television shows in India on the same day as in the US.

Vodafone Play

In a bid to ramp up its content offerings, Vodafone India has partnered with Singapore-based video-streaming service Hooq. The telco will now offer Hooq’s entire library of international, Indian and local content to its subscribers through the Vodafone Play app which has had a slow uptick so far. Hooq, incidentally, was launched in India two years ago but has struggled to gain traction in the wake of competition from homegrown Hotstar and global giants Netflix and Amazon Prime Video. Also Read - After Airtel, Vi, Reliance Jio hikes prices by 20 percent effective from December 1

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Vodafone’s content push comes at a time when all telecom operators are facing stiff competition from Reliance Jio‘s bundled data and entertainment offerings. In just a year, JioTV is the second-most downloaded video-streaming service in India, trailing only Hotstar which surpassed 100 million downloads on Google Play Store in April. Jio has an app each for music, cinema, newspapers, magazines, and TV shows. Vodafone Play, on the other hand, has tie-ups with Eros Now which Apple is reportedly bidding for and Hungama. If Eros exists, Vodafone Play would be left with a hole. Already, it doesn’t feature among the top 10 streaming services in the country. ALSO READ: Vodafone partners with Magzter to offer cheap reading subscriptions to customers Also Read - Best Thanksgiving episodes of your favourite TV shows: Friends, How I Met Your Mother and more

Hence, the Hooq partnership is critical, and could go on to make Vodafone a serious play in the over-the-top content space. “With mobiles becoming the preferred screen for entertainment, the average time spent on smartphones daily is significantly higher than TV, demonstrating that the engagement levels provided by smartphones remain unparalleled. We find our customers are increasingly seeking enriching and diverse content options,” Dipankar Ghoshal, National Head value added service ( VAS) and Content, Vodafone India, said in a statement. ALSO READ: Vodafone offers free Netflix subscription up to 1 year to RED customers

Vodafone also has content partnerships with Magzter a digital library of magazines from across the world. Vodafone Play also streams shows from Ditto TV Zee’s video-streaming service as well as Alt Balaji the new OTT service from production house Balaji Telefilms. The rest include a staple diet of Bollywood films and music videos, along with popular American sitcoms like Friends and Big Bang Theory. Hooq brings in a slate of new DC television shows such as Flash and Super Girl, which premier in India on the same day as in the US. These shows could attract kids and young adults; the Vodafone Play app already has a separate tab for Kids content.

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  • Published Date: September 8, 2017 10:59 AM IST
  • Updated Date: September 8, 2017 11:25 AM IST

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