Mumbai: ALTBalaji, India’s homegrown OTT platform, announced its new campaign titled #High5withALT to celebrate the five entertaining years with its audiences across the globe.
ALTBalaji’s journey started with a promise of presenting the viewer’s non-stereotypical & groundbreaking shows that were never seen before in the Indian OTT space. With over 80% of ALTBalaji’s audience under 35 years of age and its exciting library boasting 91+ original shows, the platform has rightly owned the tag for being “OTT of the masses”.
This year, ALTBalaji launched 2 new shows Pavitra Rishta and forayed into the non-fictional space with the biggest reality show, Lock Upp. Hosted by Kangana Ranaut, Lock Upp went on air on 27th Feb 2022 and broke records in its first month itself. Lock Upp garnered a mammoth 100 million views in mere 19 days and over 200 million views in the first 32 days, continuing to break new grounds with each episode. The platform continues to improve its quality of content by working with some of the most talented actors, award-winning directors and acclaimed writers. It’s upcoming lineup includes unconventional and outstanding shows, including Apharan 2, Bois Locker Room, Cold Lonelly Messy, Hashtagwarrs, Paurashpur 2, Mentalhood Season 2 and many more.
ALTBalaji currently has an MAU base of over 10 million and has sold 2.9 million subscriptions in H1 alone. In addition, the platform has an average audience engagement of 83 minutes per day, and proudly boasts of having rich a bouquet of genres that cater to a variety of audiences. Now, with its AVOD model, the platform is looking to gain more viewers and continue its mission of entertaining viewers with spectacular, out-of-the-box content.
Speaking on this significant occasion, Zulfiqar Khan, CEO ALTBalaji shares, “As we enter our 6thyear we look back with great pride on the fabulous journey of the last 5 years. We have continued to break barriers in content creation, with which we have built an unique loyalty & following amongst the audience specially the youth who contribute to 80% of our audience base. The year ahead is going to be even bigger, better, and bolder by creating differentiated content for our audience base. We have also added another layer to our consumer offering by introducing AVOD to complement our SVOD business with the launch of the record-breaking Non-fiction show LOCK UPP. We thank our viewers for the enormous love and support, and we take a step into our 6th year with a promise to making it even more exhilarating.’’
ALTBalaji has experienced a 36% quarter-on-quarter growth in subscription video-on-demand (SVOD) in FY21. Furthermore, the platform’s active subscriber base increased by 75% yearly to 2.1 million from 1.2 million in the previous quarter, 2020. As a result, the platform now has over 35 million subscribers and nine million monthly active users.
