ALTBalaji ends 2019 with 4x growth in direct subscriber base

With 23 shows launched in 2019, the platform shifts to a higher gear for 2020


MUMBAI: Subscription-based video streaming platform ALTBalaji has emerged as the fastest-growing over-the-top platform with four-fold growth in the direct subscriber base in 2019.

ALTBalaji has launched 23 originals this year and garnered over 33 million subscriptions to date. It has been one of the top 3 highest-grossing apps with a library of 53 exclusive originals.

ALTBalaji chief executive officer and Balaji Telefilms Group chief operation officer Nachiket Pantvaidya said, “2019 has been a phenomenal year for us both in terms of content and subscribers growth. We have registered 4X growth in our direct subscriber-base and we will clock revenue between Rs 80-100 crore.”

He said, “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. On the back of successful 2019, we are hopeful that ALTBalaji will break even in 2020-21.”

ALTBalaji’s will launch 25-30 more shows in the year 2020. Some of the interesting shows for 2020 are already in the pipeline.

Cartel, Apharan 2, Code M, Mentalhood, It happened in Calcutta, Dil Hi Toh Hai S3, Class of 2020, Kehne Ko Humsafar Hain Season 3, Baarish 2, Dev DD 2, Haq Se 2, Virgin Bhaskar 2, Gandii Baat 4 and Mumbhai among many others are some of the originals scheduled for next year.

As OTT platforms are changing the showbiz game, Bollywood and television actors such as Sharman Joshi, Tusshar Kapoor, Mallika Sherawat, Isha Koppikar, Sagarika Ghatge, Rajeev Khandelwal, Divyanka Tripathi, Shabbir Ahluwalia, Karan Singh Grover among others made their grand debut in the web space through ALTBalaji Originals.

ALTBalaji is also working towards strengthening its UI/UX for a seamless experience by focusing on aspects like language interface, voice search, targeted retention strategies, quick onboarding, convenient payment gateways, and tailored recommendations, a press statement said.

Apart from its strong content library, ALTBalaji has also launched some clutter-breaking and tech-driven innovations like ‘Breast Buffer’ to create consumer awareness against Breast Cancer.

Breast Buffer was nominated in Cannes Lions as one of the brilliant uses of technology by media as well as was applauded by subscribers, media, influencers, critics and celebrities alike.

Similarly, the OTT platform also brought its most acclaimed series Apharan to Alexa, enabling users to now listen to dialogues, the trailer, the song and other exclusive content from this cult show.

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