Jiostar, the Indian media giant behind JioHotstar is aiming to boost its youth programming with a plan to grow Gen Z content by a massive seven to ten times. Alok Jain and Krishnan Kutty, the company’s content leaders, shared their big new plan at the APOS entertainment summit in Bali, showing a real change in how the company plans to connect with younger viewers.
Gen Z at the Center: “Streamers Have Not Adequately Catered”
Krishnan Kutty, who leads entertainment at Jiostar for the South region, didn’t hold back when talking about how things are right now. Most streaming platforms haven’t figured out how to reach Gen Z. “Streamers have not adequately catered to Gen Z. Our goal is to amplify our output by seven to tenfold,” he said, showing how serious they are about grabbing the attention of this rising generation.
The company has a three-part plan: find and support young creators from smaller towns, keep backing the big names, and tell stories that hit home with Gen Z, like chasing dreams and standing up for what’s right. “We’re looking for young creators from smaller towns to enrich storytelling diversity,” Kutty explained. He also pointed out how stories that go against social rules are becoming more popular, especially in India’s entertainment world after the pandemic.
Experimenting With Formats and Breaking Language Barriers
Jiostar’s content upgrade isn’t just going to focus on how much they put out. Alok Jain, the general entertainment president, talked about how important it is to test out different show formats and timings.
Even though most Indian streamers are copying the Western style of making shows with six to nine episodes, each lasting about 40 minutes, Jain highlighted how “Thukra Ke Mera Pyaar” broke the mold with 19 shorter episodes of 30 minutes. It was a hit, even though it was directed by a first-timer and had a completely new cast.
“It was a hit from the moment it premiered. With a debut director and cast, we achieved all our objectives and were fortunate with the outcome,” Jain said, highlighting Jiostar’s willingness to take creative risks.
In India’s mixed bag of languages, where communication can be tricky, Jiostar’s top team isn’t too worried. Kutty pointed to Kerala as a good example. “From a market standpoint, Kerala may be small, but it has a remarkable number of storytellers, and we frequently draw stories from there to share with a broader audience.” Jain nodded in agreement, highlighting Payal Kapadia’s well-received movie “All We Imagine As Light,” which uses Hindi, Malayalam, and Marathi, as an example that good stories can speak to everyone, no matter the language.
Navigating an Evolving Industry
Jiostar is focusing more on Gen Z content now, just as the Indian entertainment world is going through some major changes. Streaming has changed how shows and videos are made and watched, with rising costs to hire talent and more focus on business-to-business deals, which can sometimes leave creators feeling cut off from their fans.
According to Kutty, streaming platforms have pushed prices so high that their economic model is cracking, and many producers now focus on business-to-business deals with streamers, not with consumers.
Jain talked about the problems in India’s movie theaters, saying it’s hard to get people to sit through a three-hour film when they’re used to watching videos that last just 15 to 20 seconds. “We need theater owners to embrace more innovation, and the economic model must be viable,” he said. Every industry goes through changes, and right now, movie theaters are having a hard time because people just aren’t going unless the film is really amazing.
Jiostar’s streaming platform, JioHotstar, already has more than 100 million subscribers and it also hosts the hugely popular Indian Premier League. By testing out new formats, uplifting rising stars, and telling stories that connect with Gen Z, the company is clearly thinking ahead about the future of entertainment.
Jain explained, “We want to make shows that work on all types of screens, feel real to everyone, and bring families closer. The idea is to tell stories that kids and parents can enjoy together and remember”. By boosting investment in Gen Z content and opening its doors to new voices, Jiostar is aiming to lead in a media landscape that’s shifting fast, where the likes and habits of young audiences will chart the next wave of streaming.
