Going hyper-local, ALTBalaji averages 9000 daily subscriber addition in Q2 FY21
For the quarter, the streaming platform focused on improving customer retention, deeper audience-engagement, and building a robust library of original content
With the next billion internet users set to hail from the Hindi heartlands across the Tier 2, 3, and 4 cities; India’s digital industry promises a host of fresh avenues to explore and expand. Leading with example, ALTBalaji, armed with the biggest catalogue of Hindi originals is focusing on this emerging market. This year, the streaming platform witnessed an incredible 58% viewership from Bharat, 42% from metros, and an addition of 9000 average daily subscriber base in Q2FY21.
For this quarter, ALTBalaji’s focus on directing subscriptions was based on improving customer retention, deeper audience-engagement, and building a robust library of original content. Despite the subsequent lockdown, the platform didn’t deter from its objective of adding 20-24 shows for the year. Furthermore, gaining traction global, ALTBalaji witnessed a marginal uptick in international subscriptions along with a significant jump in watch-time by 2X in Q2 FY21 as compared to Q2 FY20.
Available to stream at 0.80 paisa per day, ALTBalaji continues to maintain the price at Rs.300 for an annual subscription. Being the most economically priced video streaming player in price-sensitive market, has allowed ALTBalaji to expand and make extraordinary strides across the Hindi-speaking heartland.
On ALTBalaji’s incremental subscriber base, Nachiket Pantvaidya, CEO, ALTBalaji and Group COO, Balaji Telefilms said, “Our strategy is aimed at serving the mass audience across the length and breadth of the country with relatable and high-quality content. Today, people are more inclined toward individual viewing and family viewing. So, we strive to cater with content across multiple touchpoints, genre, formats and unique storylines. In addition, we have also led innovation led alliances that has further aided us in connecting with a new audience segment.”