Premium video streaming platform Disney+ Hotstar on Friday announced its foray into global health and wellness category, and will feature fitness-based content to its subscribers.
The platform has partnered with Brilliant Wellness to introduce value-added content from top fitness experts, yoga and spiritual gurus, along with celebrity nutritionists spread across more than 100 fitness programs. Additionally, Indian start-ups and game-changers Sarva and Cult.Fit, have also been onboarded to instill a healthy lifestyle and fitness regime among audiences bound by social distancing and lockdown restrictions.
The video platform said it will bring 3,000 pieces of fitness content — such as that related to high-intensity interval training, yoga, gym workouts, and other forms of cardio exercises — in English, Hindi and Telugu on the platform. The category and offerings are aimed at helping viewers monitor and maintain their wellness quotient while quarantining at home, and even after, as and when they resume their normal lives.
According to industry studies of the Indian fitness market in December 2019, India spent $350-400 towards fitness services, which amounted to a market size worth $2.6 billion. As per estimations by Brilliant Wellness, there are about 200 million people in India seeking fitness services and this market is growing at a CAGR of 10 per cent.
There has been a significant shift in outlook when it comes to health due to the Covid-19 pandemic. People are now more inclined towards virtual workouts and are on constant lookout for interactive sessions.
“With free access to video offerings tailor-made to suit the staying-at-home population, workout regimes that can be done through the day and fitness mantras to suit the current times, we want to help people to be healthy. To make this relevant across India, our content will be available in English, Hindi as well as Telugu. Going forward, we will also provide content in Kannada,” a spokesperson said in a statement.
From workout videos to cooking healthy recipes, the diverse repository of fitness-related content will target advanced fitness enthusiasts, and fitness dabblers as well as fence-sitters.