Competitive Concerns in the Jio-Disney Merger in the New Era of Digital Competition in India
[By Siddharth Sengupta & Ansruta Debnath] The authors are students of National Law University Odisha. Introduction On February 28, Reliance Industries Limited (“RIL”) and The Walt Disney Company announced that they would be merging their Indian television and internet streaming businesses to create an organization with a valuation of more than $8.5 billion. The two former competitors, who were until recently engaged in a fierce legal dispute over Indian Premier League (“IPL”) rights, have decided to establish a joint venture (“JV”) in order to strengthen RIL’s position in the Indian Media and Entertainment industry and lessen Disney’s presence there, in the face of intense competition. The plan of a slow, steady exit of Disney from India due to the steady decline it has faced over the last few years is one of the key reasons for this deal taking place. The loss of streaming rights over IPL matches to Reliance Jio followed by the loss of HBO content to Viacom18, which is also a Reliance subsidiary, did the most damage to its subscriber base. In February 2024, Hotstar in fact reported a decline of 39% in the number of subscribers from the previous fiscal year. This article attempts to analyze the competition concerns in various relevant markets, that this JV between such close competitors may cause, by analyzing Indian and foreign precedents. The article, naturally, also compares these concerns raised through the authors’ analysis and the relevant markets identified to the CCI’s recent order granting conditional approval to the JV. Abuse of Dominance in Cable TV and Broadcasting Market The Indian Cable and Broadcasting Market has been valued at USD 13.61 billion in 2023 and is expected to grow by 7.85% through 2029. In this robust industry, Zee Entertainment Enterprises dominates the market followed closely by the Star Network, which is owned by Disney. Disney’s Star India and Viacom 18, which in itself is a lesser player, together have a 750 million plus viewership. The CCI, in the Zee-Sony Merger approval order, found Disney to have around 35-40% market share (varying) across various types of wholesale supply of TV Channel markets while Viacom had a maximum of 15%. Thus, for some of these markets, like Hindi and Bengali General Entertainment Channels, the JV will have almost 50% market share. In general, the data presented indicates that the JV will hold almost 35-40% of the market with competition from Sony, Zee, Sun TV and other smaller entities, each with a market share of maximum 15% or less. The combined JV, broadcasting more than 120 channels across regional languages and English and Hindi is expected to be a massive entity capable of holding a dominant position in the market. Thus, the JV will have the ability to abuse its position of dominance with its concentrated market share and hence, power. The market structure is also such that it is not easy for new entrants to establish themselves, thus, such a strong entity is highly likely to create entry barriers. Oligopoly and Collective Dominance in the OTT Market In 2023, the Indian OTT market achieved a valuation of US$ 3.7 Billion. The revenue of the market is dominated by players such as Amazon Prime Video, Netflix and Hotstar and the same is set to double from US$ 1.8 billion in 2022 to US$ 3.5 billion by 2027. In this highly lucrative market, there are few key players. JioTV and Hotstar together hold a big portion of the market i.e., almost 43%. Although, Disney’s market share has reduced to an extent since 2022, it is primarily attributed to their loss of rights over HBO Max Original content and IPL broadcasting rights, both of which now reside with Reliance, whose subscriber base has increased exponentially since. In January 2024, nearly 243.5 million users — a 46.5% market share — visited three streaming platforms, Disney’s Hotstar and Reliance’s JioCinema and JioTV. In the European Commission’s 10th Report on Competition Policy, it was stated that a dominant position would generally be said to exist once a market share to the order of 40% to 45% is reached. This position of dominance is reinforced by Reliance’s economic power and resources. Further, in online platforms, network effects play a big factor in increasing an entity’s power i.e., the value of a platform increases as more users join it. This creates entry barriers in the market, especially when deep discounts (extremely low pricing to pursue growth-over-profit) are offered to increase network effects, which in turn makes it unsustainable for new entities to enter or survive in the market. Hence, Disney’s Hotstar and Reliance’s JioCinema, when combined, create doubts as to whether Amazon Prime, Netflix and Zee5 will be able to remain competitive enough against the JV. The OTT industry is slowly converting into an oligopoly, with the presence of a few strong market players who have the maximum consumer support. This situation might translate into collective dominance, as substantiated in Gencor v. Commission by the General Court of EU, but is something that the Indian competition statute does not prosecute. This was exhibited in Meru Travel Solutions Pvt. Ltd. v. M/s ANI Technologies Pvt. Ltd. where they found Uber to be enough of a competitor to Ola instead of finding Ola and Uber collectively dominant, or in Sanjeev Rao v. Andhra Pradesh Hire Purchase Association where no abuse of dominance was made out against the Respondent-Association and its 162 members. Monopoly in the Specific Sports Broadcasting Market The Indian sports industry is the largest in the world vis-a-vis consumers and revenue. The JV involves more than 120 channels and two OTT platforms, within which a big portion of the channels is devoted to sports, necessitating competition analysis in the sports broadcasting market of India. As it stands today, among OTTs, the JV will have exclusive streaming rights over the IPL, ICC Cricket, Wimbledon, Premier League and Pro Kabaddi, which will comprise 80 percent of the total market of sports. The CCI has observed that cricket is non-substitutable to other