Novi is a wholly owned subsidiary of Star India, the current media rights holder for ICC events from 2016 to 2023.

Novi owns the online video streaming platforms Hotstar and Starsports.com which, in addition to exclusively live streaming ICC Events, will also exploit the digital clips as a result of this arrangement. 

The four-year deal includes eight ICC tournaments: the ICC Under-19 Cricket World Cup 2016, ICC World Twenty20 India 2016, ICC Champions Trophy 2017, ICC Women’s World Cup England 2017, ICC Cricket World Cup Qualifier Bangladesh 2018, ICC Under-19 Cricket World Cup New Zealand 2018, ICC Women’s World Twenty20 West Indies 2018 and ICC Cricket World Cup 2019.

“The ICC is delighted to be entering into a four-year relationship with Novi, whose online video streaming platform, Hotstar, is extremely popular and has a proven record in entertainment and sports coverage in India," said Campbell Jamieson, the ICC's general manager - commerical. 

Last year Novi secured a selection of media rights for the Indian Premier League.

Star India officially launched Hotstar in February 2015, right before the Cricket World Cup.

It was originally intended to serve as a mobile application that would support streaming of the event with some entertainment content.

Hotstar expanded its offering, however, with 35,000 hours of content, spread across eight languages from the entertainment, movie and sports channels owned by Star India.

Besides cricket, the app also offers videos from sporting leagues like Pro Kabaddi League and Indian Super League. 

The app garnered 340 million views for all 49 matches during the ICC Cricket World Cup last year and over 200 million views during Indian Premier League Season 8.

With more than 25 million downloads, Hotstar has more than 100 advertisers on the platform.