MUMBAI: The rebranded service of Hotstar, combined with Disney+ content and the new blue logo of Disney+Hotstar, created a buzz in the market on Wednesday. But, within 24 hours, the app abruptly stopped streaming Disney+ content or the updated logo. The streaming service stated that it was a release of the beta version of the Disney+ Hotstar.

“A limited release of the beta version of the Disney+ Hotstar app is currently being tested with a small number of consumers, in preparation for the full-fledged app launch on 29 March,” a Hotstar spokesperson said.

Former Disney CEO Bob Iger said in an earnings call after Q1 result that it would be launching the service in India through Hotstar on 29 March at the beginning of the Indian Premier League. After successful first few months of its domestic launch, Disney+ is now gearing up for its international expansion. Iger wanted Disney+ to leverage the success of Hotstar in India by bundling the two services. During IPL 2019 , Hotstar registered more than 300 million users.

As the Disney+ content suddenly disappeared from the streaming app,  speculations were rife if Hotstar stepped back because of the postponing of IPL 2020. As to whether  Hotstar now wants to coincide the launch with IPL on 15 April, sources said it is following the earlier plan of launching it on 29 March.

Analysts are of the view that Disney+ content will position Hotstar as a premium offering. While the service has already positioned itself as the leader in the advertising-based business model, it started its journey of premium fiction content last year. In the fragmented OTT market amidst home-grown players and deep-pocket international players, it will be easier for Hotstar to take off its subscription-based business thanks to Disney content.