ALTBalaji announces #High5withALT campaign to celebrate fifth anniversary

This year, the platform introduced AVOD model with the launch of its hit show 'Lock Upp.'


Mumbai: Video streaming platform ALTBalaji on Monday announced a new campaign titled #High5withALT to celebrate its fifth anniversary.

With a proven track record of developing ventures and creating new opportunities, ALTBalaji currently has an MAU base of over 10 million and has sold 2.9 million subscriptions in H1 alone. In addition, the platform has an average audience engagement of 83 minutes per day with 91+ shows and a rich bouquet of genres that cater to a variety of audiences, according to the statement.

Now, with its AVOD model, the platform is looking to gain more viewers and continue its mission of entertaining its audience.

ALSO READ | 'Lock Upp' is ALTBalaji’s ‘KBC moment’ as it forays into AVOD: Divya Dixit

"The platform has experienced a 36 per cent quarter-on-quarter growth in subscription video-on-demand (SVOD) in FY21. Furthermore, its active subscriber base increased by 75 per cent yearly to 2.1 million from 1.2 million in the previous quarter, 2020. As a result, the platform now has over 35 million subscribers and nine million monthly active users," said the statement.

ALTBalaji’s journey started with a promise of presenting the viewer’s non-stereotypical and groundbreaking shows that were never seen before in the Indian OTT space. With over 80 per cent of ALTBalaji's audience under 35 years of age and its exciting library boasting 91+ original shows, the platform has rightly owned the tag of 'OTT of the masses.'

“We have continued to break barriers in content creation, with which we have built a unique loyalty & following amongst the audience especially the youth who contribute to 80 per cent per cent of our audience base. The year ahead is going to be even bigger, better, and bolder by creating differentiated content for our audience base," commented ALTBalaji CEO Zulfiqar Khan. "We have also added another layer to our consumer offering by introducing AVOD to complement our SVOD business with the launch of the record-breaking non-fiction show 'Lock Upp.' We thank our viewers for the enormous love and support, and we take a step into our sixth year with a promise to make it even more exhilarating.’’

This year, ALTBalaji launched two new shows "Pavitra Rishta" and forayed into the non-fictional space with Kangana Ranaut-fronted reality show "Lock Upp." Its upcoming lineup includes shows such as "Apharan 2," "Bois Locker Room," "Cold Lonelly Messy," "Hashtagwarrs," "Paurashpur 2," "Mentalhood: S2," and many more.

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