ALTBalaji viewership numbers see a 100% YOY growth surge

One of India’s leading homegrown OTT players has recently revealed its huge surge in viewership numbers from Tier 2 & Tier 3 cities. ALTBalaji has seen exponential growth in its viewership in under a year for the Hinterland markets majorly. While cities like Lucknow, Ludhiana, and Guwahati saw a huge increase 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%, as compared to ALTBalaji's viewership from these cities in 2020. ALT has undoubtedly made a mark for itself to be called the OTT of the masses.

Not only is the platform hugely popular with the Bharat audience but also with the Metropolitan crowd. 12.13% of its viewers in 2021 came from Delhi alone. ALTBalaji's diverse content boquet has 81+ Hindi originals, spread out over different genres and appeals to different segments of viewers. The affordability of a subscription also adds to its value driving more viewers towards the platform.

ALTBalaji expects a steady surge in viewership, especially the youth [18-40 years] who are constantly on the lookout for relatable content for which there is absolutely no shortage on the platform. The team's unwavering determination to observe trends in the market and take prompt action is a significant reason for ALTBalaji's growing popularity. A constant stream of new launches makes ALTBalaji one of the most attractive platforms for entertainment. The OTT platform has mastered the art of creating content on a smaller budget enabling viewers to access a wide variety of content at a much lower subscription rate. As per Q3FY21 results, ALTBalaji added almost 22K subscribers per day, taking active subscribers at the end of December 2020 at 2.1m v/s 1.2m at the start of the quarter.

Ensuring that the platform is overflowing with content all year round, ALTBalaji has many new shows to keep its subscribers happy such as Apharan 2, Broken But Beautiful 3, The Test Case 2, PuncchBeat Season 2, Cartel, and various other shows. It is no wonder that the app has consistently ranked amongst the top 5 Grossing Video Streaming Apps in the country, across the app store (Source: App Annie). ALTBalaji continues to stay on top of the table with 59% of its viewers from the Hindi heartlands.

With pricing as competitive as Rs. 300 for a year's subscription, it is no surprise that ALTBalaji has established itself as the OTT platform providing relatable content and has its subscriber numbers growing by the day. Amid multiple international streaming giants, ALTBalaji has found a niche as a homegrown Made in India brand that provides content tailor-made for Indian liking.