OTT platform ALTBalaji has seen a spike in viewership and monthly active users growth. The rapid internet proliferation, digitization in the hinterlands and lockdown has caused a surge in demand and consumption of Hindi originals which helped the platform. ALTBalaji’s viewership rose exponentially in May 2020 compared to the figures from May 2019.
As per data collected from more than 1800 cities and towns, ALTBalaji garnered a 60% rise in viewership and a 21% growth in MAU (Monthly Active Users). The cities that raked in a two-fold growth in May compared to the same month last year include Patna, Ranchi, Shimla, Jodhpur, Gorakhpur, Imphal, Gaya, to name a few.
ALTBalaji has a vast library of 60+ originals across genres including thriller, drama, romance, youth drama, horror, comedy, etc. that cater to all kinds of audiences. “Each show present on the platform or in the pipeline has been created keeping in mind the audience’s interest across demographic and sociographic segments,” ALTBalaji said in a statement.
On the growth, Nachiket Pantvaidya, CEO, ALTBalaji, and Group COO Balaji Telefilms said, “This rise in viewership is a growing testament to the huge untapped Tier 2,3 & 4 markets for OTT players. At ALTBalaji, we are focusing on ensuring that we dominate the Hindi speaking markets and cement our position as a leader in this segment. By tapping into these hinterlands, we’ve realized the growing demand for Hindi originals that those audiences find immensely relatable. This has helped us understand our viewers better and led to us curating more engaging and entertaining offerings that resonate with them.”
ALTBalaji is focused on Hindi speaking markets and it sees room for growth in that area. An industry report by KPMG revealed that 64% of India’s digital video consumers prefer consuming content in Hindi. Currently, 95 per cent of shows on ALTBalaji are in Hindi.