- ALTBalaji has achieved a 60 % increase in viewership and a 21% increase in MAU (Monthly Active Users) in over 1800 cities and towns
With the number of digitally connected audiences consuming content rising in Hindi, this emerging trend in the country is seeing ALTBalaji, one of the country’s leading homegrown OTT platforms, scale new heights once again. This demand for Hindi originals has seen the platform’s viewership rise exponentially in May 2020 compared to the figures from May 2019, due to the rapid internet proliferation and digitization in the hinterlands. According to data collected from over 1800 cities and towns, ALTBalaji has achieved a 60 % increase in viewership and a 21% increase in MAU (Monthly Active Users).
With the Hindi market booming and content consumption heading for rapid growth, these numbers are a growing testimony to ALTBalaji conquering the Bharat-based significant HSM audience.
Patna, Ranchi, Shimla, Jodhpur, Gorakhpur, Imphal, Gaya, to name a few, are among the cities which raked in a double growth in May compared to the same month last year. These cities are yet another indicator that the Hindi language subset is growing faster than any other spoken language in the country, which represents a rapid increase in the number of new users added to the user base.
These figures further testify to KPMG’s industry report – ‘Unravelling the Digital Video User’ whose results show that 64 percent of India’s digital video consumers prefer Hindi content to be consumed.
On the growth, Nachiket Pantvaidya, CEO, ALTBalaji, and Group COO Balaji Telefilms said, “This increase in viewership is a growing testament for OTT players to the huge untapped Tier 2,3 & 4 markets. At ALTBalaji, we concentrate on ensuring that we control the Hindi speaking markets and cement our leadership role in this segment. By tapping into these hinterlands, we’ve realized the growing demand for Hindi originals that those audiences find immensely relatable. This helped us better understand our viewers, and led us to curate more engaging and entertaining offers that resonate with them”.
With a vast library of 60 + originals across genres that suit all kinds of audiences, ALTBalaji ‘s shows are a mixture of thriller, drama, romance, youth drama, horror, comedy, and more. Any show present on the platform or in the pipeline was created taking into account the interest of the audience across demographic and sociographic segments. Romantic dramas such as ‘Kehne Ko Humsafar Hain,’ ‘Karle Tu Bhi Mohabbat,’ ‘It Happened in Calcutta,’ ‘Baarish,’ ‘Dil Hi To hai’ and so on enjoy a growing fandom among women in the 25-45 years of TG.
While on the other hand, men consume thrillers such as ‘Apharan,’ ‘Ragini MMS,’ ‘Code M’ in the bracket of 22-45 age. In addition to the above, shows such as ‘Mentalhood’, ‘The Test Case’, ‘MOM: Mission Over Mars’, ‘Bose: Dead/ Alive’, ‘The Verdict – State vs Nanavati’ are being consumed extensively by urban Indians across all age groups.
ALT Digital Media Entertainment Limited is a wholly-owned subsidiary of Balaji Telefilms Ltd., foraying into original shows on streaming platforms. A multi-device subscription Video On Demand (SVOD) Platform, ALTBalaji gives audiences the content they want to watch – whenever, wherever and however. ALTBalaji’s offerings include premium, disruptive content, and original series across genres. With originality, courage, and relentlessness at its core, ALTBalaji’s content stands out for being avant-garde, non-conformist, inclusive and effervescent. ALTBalaji is here to set new standards and benchmarks in giving digitally connected contemporary audiences with an alternate content platform.