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ALTBalaji marketing strategy to drive subscription with minimum spends

MediaInfoline September 16, 2020

With its Made in India content strategy and affordable pricing strategy aided by a wide distribution network, ALTBalaji has penetrated across smaller towns in India. The OTT platform caters to 65% of consumers coming from tier 2 / tier 3 towns, whereas 35% of the consumers on the app are from the 8 big cities (Ahmedabad, Bengaluru, Chennai, Delhi, Hyderabad, Kolkata, Mumbai, Pune).

With already 64 originals in its content catalogue, the OTT platform’s extensive content offerings are driving tremendous subscriptions with minimum spends. In the recent Q1 FY21 results, ALTBalaji announced a massive direct subscription revenue growth, approximately 90% year on year. Its soaring popularity has resulted in the ALTBalaji app, consistently trending in the OTT category on Google Play Store.

Interestingly, ALTBalaji’s extensive library of original shows allows ALTBalaji to witness a lower cost of consumer acquisition. ALTBalaji’s marketing strategy hosts multiple touchpoints to establish its positioning as OTT of the masses – Hindi Masaledaar Content for India and Hindi Speaking Diaspora.

Making it a cost-effective deal, ALTBalaji leverages the Balaji ecosystem of TV and Films to promote shows and acquire consumers via lower marketing spends. The platform has become the Digital Debut choice OTT platform for many popular Bollywood / TV stars like Karishma Kapoor, Dino Morea, Tushaar Kapoor, Mallika Sherawat, Krystal D’Souza, Jennifer Winget to name a few. With a substantial bouquet of original content across genres, the ALTBalaji app has consistently ranked amongst the top 5 Paid Apps in the country across the app store (Source: App Annie).

ALTBalaji, one of the leading OTT players in the country, continues to be a leader in the original Hindi SVOD space and one of the few homegrown success stories in the OTT video streaming category.


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