ALTBalaji, an India-based OTT platform has recorded rapid growth in its viewership.
Cities like Lucknow, Ludhiana and Guwahati witnessed an increase of 189.84 percent, 106.50 percent and 108.41 percent. Srinagar, Shimla and Ranchi witnessed an increase of 103.81 percent, 103.05 percent and 192.01 percent, as compared to the viewership from these cities in the previous year, the company said.
ALTBalaji has also gained popularity in Metropolitan cities of India. About 12.13 percent of viewership came from Delhi alone.
ALTBalaji currently has the content of more than 80 original shows in Hindi of different genres made keeping in mind various set of viewers.
The company further added that they expect a steady surge amongst the youth (18 to 40years) who constantly look for relatable content.
“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,” the company added.
There has been a definitive surge in Indians taking new subscriptions of different content streaming services and according to a survey, more than 75 percent of Indians have purchased new subscriptions for over-the-top (OTT) platforms during the lockdown period, added a media report.
The report further added that a survey from market research and analysis firm Velocity MR with a small sample size of 3,000 respondents found that 73 percent of people started watching Hotstar and YouTube, while Amazon Prime and Netflix saw an increase in subscription with 67 percent and 65 percent, respectively.