ALTBalaji on a franchise making spree

India’s very own homegrown OTT platform, ALTBalaji, has been growing in all aspects. The shows are being applauded by critics and audiences alike, leading to high ratings and inevitable follow-up seasons. Bringing in the untapped viewers from the hinterlands while maintaining steady growth in the big cities, ALTBalaji’s content strategy seems to be a major hit with the audience.

Multiple shows have turned into franchises with excellent IMDb ratings. Shows like His Storyy (IMDb rating: 9.6), The Married Woman (IMDb rating: 9.2), Apharan (IMDb rating: 8.3), Broken But Beautiful (IMDb rating: 9.1), Puncch Beat (IMDb rating: 8.8), The Test Case (IMDb rating: 8.4), Bicchoo Ka Khel (IMDb rating: 8.4), etc., to name of few have gained massive fan followings leading to their new seasons. Most recently, Broken But Beautiful 3 has taken the country by storm for the third time and has left audiences wanting more. The series was at the top of most charts by COTT, Binged, Ormax, and the like. It was among the top 40 shows on IMDb worldwide, reiterating the fact that content is key. This quarter alone, ALTBalaji’s content has drawn in 1.8 million subscriptions, a 35% growth QoQ. 

To cater to the various audiences, ALTBalaji has been churning out new original content regularly. With a content bank of over 86+ originals and counting, the platform is fast becoming a new favourite for the youth, which comprises 80% of their audience base. A steep climb in viewer engagement has been seen, shifting from 48 minutes in FY18-19 to 83 minutes in FY20-21. 

The stream of new content has led to exponential growth in various big cities. Statistics show more than 100% YOY growth in cities like Lucknow, Ludhiana, and Guwahati with an astounding number of 189.84%, 106.50%, and 108.41%, respectively, Srinagar, Shimla, and Ranchi weren’t behind either, with an uprise of 103.81%, 103.05%, and 192.01%.

ALTBalaji stays at the top of the Indian market, with original shows spanning all genres from comedy to action to drama. They have managed to focus on the youth with relatable content leading to around 80% of its viewers being under 35. The competitive pricing has further enabled the platform to attain better reach, and with the current technological advances, this can only go up from here.



News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Entertainment