Indian SVOD service Hotstar is targeting the Gen-Z audience after striking a content deal with youth-focused US firm Awesomeness.
Hotstar, which faces competition in India from the likes of Amazon Prime Video and Hooq, already has partnerships with the likes of HBO, The Walt Disney Company and Showtime through its Hotstar Premium brand.
“Hotstar’s audience of 60 million users provides us with the opportunity to expand our reach and deliver on our promise of bringing the Gen Z audience the best and most creative programming, no matter where they are,” said Rebecca Glashow, head of worldwide distribution at Awesomeness (pictured).
Awesomeness began life as a YouTube-focused channels business for kids. Its founder, Brian Robbins, left last year and later joined Viacom to lead a new kids and family-focused division, Paramount Players.