Continuing to break new ground and setting milestones on its way to further success, ALTBalaji, one of the country’s leading homegrown OTT platforms completes 3 glorious years, #ALTTurns3. On the back of an extensive, diverse content library that spans multiple genres, the platform has established a niche for itself in the originals space and played a vital role in inculcating an individual binge-watching habit amongst Indian audiences. Owing to its resounding mass appeal, ALTBalaji has emerged as the fastest-growing homegrown platform with more than 60 originals to its name and looks to leave no stone unturned in curating more in the coming future.
Since its inception, ALTBalaji has been able to stay well ahead of the curve and grab the audience’s attention through its unique narratives, innovative business strategies, and clutter-breaking original Hindi content. Growing from strength to strength, ALTBalaji has today become a major player in the Indian OTT industry and gains further encouragement by the massive spike in subscribers. With a plethora of original content that keeps viewers thoroughly entertained, has seen ALTBalaji consistently ranked No.3 in the list of Top Grossing Video Streaming Apps in the country across the app store (Source: App Annie).
Adopting a completely different strategy to its competitors in terms of content creation, partnerships or marketing, ALTBalaji is well on its way to profitability. Witnessing their costs getting controlled in the first half of fiscal 2020 and the loss margin further reducing at the end of the current fiscal, the platform aims to break even in 2020-21. With content being ALTBalaji’s biggest differentiator, the platform has reached out to all kinds of audiences across the length and breadth of the country through a healthy mix of thriller, drama, romance, teenage drama, horror, comedy among others. Laying impetus towards growing its regional subscriber base, the leading OTT player has a host of its Hindi offerings dubbed in Indian and International languages like Tamil, Telugu, Malayalam, Bahasa, Arabic, etc. amongst others. In their endeavor to engage the audience and offer them an immersive viewing experience, ALTBalaji is also working towards strengthening its UI/UX by focusing on aspects like language interface, voice search, targeted retention strategies, tailored recommendations, quick onboarding, and convenient payment gateways.
Speaking on the 3rd anniversary, Nachiket Pantvaidya, CEO, ALTBalaji and Group COO, Balaji Telefilms said, “ALTBalaji, since its inception, has served as a flag bearer for clutter-breaking original content and shall continue to do so. Being from the house of Balaji Telefilms, who have been catering to the audiences’ ever-changing preferences for over 25 years now, ALTBalaji has an advantage like no other of having a deeper understanding and familiarity with the viewer’s consumption preferences. By constantly working on an effective content strategy to cater to individuals, we aim to ramp up our original offerings at an exciting pace. Our core focus right now is to capture the Hindi speaking market through our innovative content offerings along with expanding our regional language content library in the coming years. As we set sights towards breaking even in this new year, we shall continue to keep our viewer as the focal point, build our strategies around them and cement our position as a market leader in the industry.”
