With Covid-19 pushing people indoors, OTT platforms have registered a surge in viewership and subscription. ALTBalaji, an Indian subscription-based video on demand platform and a subsidiary of Balaji Telefilms Ltd, has registered a massive growth of 60% during the lockdown.
With content in Hindi, it is breaking records with an average of 17,000 new subscribers per day post lockdown versus an average of 10,600 in March 2020 pre-lockdown. The fresh content and concepts such as Who’s Your Daddy?, Baarish: Season 2, and the biggest relationship web series – Kehne Ko Humsafar Hain 3 have struck the right chord with the audience and have kept them engaged with its content. ALTBalaji promises to offer viewers a diverse range of content that sees the audience spend an average of 60-90 minutes per week in metros and non-metro markets, respectively. The trend has continued.
The huge hike from 20 million subscriptions in the year ending of March 2019 to reach over 34 million+ cumulative subscriptions till 31 March 2020, is a proof of how the app has been the ‘go-to’ choice of viewers.
With a vast library of 60+ originals across genres that cater to all kinds of audiences, the shows at ALTBalaji are a mix of thriller, drama, romance, youth drama, horror, comedy, amongst others.