ALTBalaji ends 2021 on a high note, reports 69% growth surge in subscriptions
ALTBalaji, India’s own homegrown OTT platform again created a separate growth trajectory this financial year of 2021, standing apart from the competition. With as many as 20+ originals shows launched throughout the year, despite major curbs the platform ensured for another resounding year. The new additions to the library took ALTBalaji’s content bank to 89+ shows since its inception. Expanding into International markets was another major priority for the platform, while creating strategic partnerships with local market players globally.
Innovative marketing campaigns led the platform to be a subject of many case studies. Shows like Broken But Beautiful 3 and The Married Woman made waves not just for the narrative but also for disruptive marketing and promotional strategies. ALTBalaji's direct subscriptions saw a 69% growth surge H1 YOY FY21-22. Catering to an MAU base of 10+million currently, 2.9 million subscriptions were sold in H1 alone, in this highly competitive Over-The-Top business. The subscriptions sold for half year FY22 were 2.9 M vs 1.7 M in H1FY21 and direct subscription revenues at Rs 34cr vs Rs 24cr. Internationally, the viewership also has grown from 9% to 13%. While cities like Lucknow, Ludhiana, and Guwahati saw a huge increase of 189.84%, 106.50%, and 108.41%, respectively during the past year. Srinagar, Shimla, and Ranchi brought an increase of 103.81%, 103.05%, and 192.01%, as compared to ALTBalaji's viewership from these cities in 2020.
Multiple brand partnerships and clever usage of tactics like micro influencer engagement, waterfall engagement model, disruptive OOH, collaboration with short format video apps, Giphy stickers, Audio books, merchandising are some of the innovations which ALTBalaji experimented with extensively.
Partnering with various youth-centric brands like Josh, Chingari, Roposo, Firework, Ixigo, Vijay Sales, Reliance Digital, Screenox, Dunzo, Voyage Eyewear, Ugaoo, Sterling Resorts, Park Avenue, Flyrobe, Ferns n Petals, Growfitter and many more. The platform also introduced many consumer offers via payment gateways of Amazon Pay, MobiKwik and Paytm to simplify and ease transactions for the viewers.
The platform has launched IMDb acclaimed shows like The Married Woman, Cartel, Broken But Beautiful, His Storyy, Main hero Boll Raha Hu and various others. These shows add to a roster of critically acclaimed shows like Kehne Ko Humsafar Hain 2, Karle Tu Bhi Mohabbat 3, M-O-M: Mission Over Mars, Coldd Lassi Aur Chicken Masala, The Verdict - State vs Nanavati, Puncchbeat, Ragini MMS Returns 2. Celebrations were in full swing earlier during the year for ALTBalaji’s 4th successful year. Looking back and reminiscing on everything like ALTBalaji winning the Digital company of the year at ET Now Business Awards and India's Most Admired Brand 2020 at White Page International, the year has seen ALTBalaji add several feathers to its cap. Add to that, the shows on the platform received recognition and accolades at INKSPELL- India Content Leadership Awards 2020, Talent Track Awards, IWMBuzz, and ScreenXX awards. ALTBalaji won the top brand with a cult-like following at the Label Awards 2021. The award implies appreciation for the originality and the diversity with the top brands with a cult-like following and won Best Content IP of the year for Mentalhood. Also, in the SrceenXX awards, the third instalment of ALTBalaji’s popular franchise Broken But Beautiful 3 won a Silver in Best Marketing for a Web Originals – Digital-only and a Bronze in the Best Use of Social Media by the Brand categories. The awards and recognition are the biggest testaments of the work ALTBalaji has consistently showcased throughout the year.
ALTBalaji initiated a strategic partnership with Telenet Pvt Ltd to intensify its reach in Nepal and ensure that the platform is easily available for the local population. ALTBalaji is also working around a 2.0 version of homegrown solutions wherein the platform will have an optimized recommendation engine. When it comes to the backend, investments have been made in developing systems that track and analyze user data and generate behavioural patterns regarding the viewers and their content consumption patterns. The platform is also redesigned based on user behavioural models and will keep evolving.
Ms. Divya Dixit, SVP, Marketing & Revenue, ALTBalaji, said: “ALTBalaji has set new records and brought many innovations all through 2021. We take pride in the results of our passion and efforts in a bid to excel. The growth numbers have been brilliant, whether it is engagement metrics, or subscriber base, or viewers and we have managed to do all of this while still maintaining attractive pricing and high-quality content. The aim is to tap the next Billion users coming onto the internet by enabling easy and seamless access to the content they want to watch, wherever they want to watch and whenever they want to watch – at no extra cost to the subscriber."
ALTBalaji is also continuously working towards strengthening its UI/UX for a smooth experience for its viewers by focusing on aspects like language interface, voice search, targeted retention strategies, tailored recommendations, quick onboarding and convenient payment gateways.