iWorld
ALTBalaji ropes in Pitchfork Partners to strengthen viewer base
Mumbai: Homegrown digital platform ALTBalaji has appointed Pitchfork Partners Strategic Consulting as its communication partner to increase awareness about the OTT platform, its shows and widen the viewer base through multi-channel outreach.
The OTT platform currently has a library of 89+ Hindi originals across genres, which are also dubbed in regional languages like Tamil, Telugu & Malayalam, and in international languages like Arabic and Bhasa, which has helped the OTT player engage with a wide variety of consumers.
ALTBalaji senior VP and head marketing Divya Dixit said, “Alternative content being the core ethos of the group, ALTBalaji is focused on building a content bouquet that serves inclusive and individualistic viewing. We are delighted to have Pitchfork on board to support us in our journey and take the platform to the next level.”
Pitchfork Partners co-founder Jaideep Shergill said, “We’re thrilled to partner with ALTBalaji. Our diverse experience with entertainment clients will facilitate us in achieving milestones together. OTT is an ever-evolving, dynamic space and increasingly so due to the pandemic, ALTBalaji is disrupting the space by introducing content which caters to mass viewers.”
The OTT platform has witnessed a 15-20 per cent growth in its viewership numbers; however, the lockdown increased subscribers from the Hindi heartlands. At least 59 per cent of the total viewership is now coming from non-metros. “While cities like Lucknow, Ludhiana, and Guwahati saw an increase of 189.84 per cent, 106.50 per cent, and 108.41 per cent, respectively, Srinagar, Shimla, and Ranchi weren’t behind either, with an uprise of 103.81 per cent, 103.05 per cent, and 192.01 per cent, as compared to ALTBalaji’s viewership from these cities in 2020,” the platform said in a statement.
iWorld
Netflix cuts jobs in product division amid restructuring
Layoffs hit creative studio unit as leadership and strategy shifts unfold.
MUMBAI: The streaming wars may be fought on screen, but the latest plot twist is unfolding behind the scenes. Netflix has reportedly begun laying off several dozen employees from its product division as part of an internal reorganisation, according to a report by Variety. The cuts are believed to have primarily affected the company’s creative studio unit, which works on marketing assets such as in app trailers, promotional visuals and live experience content for the streaming platform.
The company has not disclosed the exact number of employees impacted.
According to the report, the layoffs were not tied to employee performance. Instead, the restructuring eliminated certain roles while other employees were reassigned to different teams within the organisation.
The roles affected are understood to include designers, producers and creative specialists responsible for marketing and brand experience initiatives.
The job cuts come as Netflix adjusts its leadership structure and reshapes its product and creative teams. Last month, Elizabeth Stone was promoted from chief technology officer to chief product and technology officer, giving her oversight of product, engineering and data operations across the company.
Earlier, in December 2025, Netflix also appointed Martin Rose as head of creative for global brand and partnerships, a move seen as part of a broader restructuring of the company’s brand and product functions.
Despite the layoffs, Netflix remains one of the largest employers in the streaming sector. The company is estimated to employ around 16,000 people globally, with roughly 70 percent of its workforce based in the United States and Canada. In 2023, the company reported approximately 13,000 employees, indicating that its headcount had grown significantly before the latest restructuring.
The workforce changes arrive at a time when Netflix is navigating a shifting financial and strategic landscape in the global entertainment industry.
The streaming giant recently secured $2.8 billion in additional cash after receiving a breakup fee from Paramount Skydance following its withdrawal from a deal involving Warner Bros. Discovery.
Speaking to Bloomberg, Netflix co chief executive Ted Sarandos explained that the company had evaluated multiple scenarios during the negotiations but chose not to match the competing offer once it learned that a higher bid had been submitted.
Netflix had capped its offer at $27.75 per share and ultimately stepped back rather than pursue Paramount’s $111 billion acquisition deal, which included a personal guarantee.
Sarandos also cautioned that the financing structure behind the Paramount Skydance transaction could have ripple effects across the entertainment industry.
According to him, the debt heavy deal could trigger significant cost cutting, with David Ellison, chief executive of Paramount Skydance, expected to eliminate about $16 billion in costs and potentially cut thousands of jobs as part of the integration process.
For Netflix, the current restructuring appears to be part of a broader attempt to streamline operations while continuing to invest in product, technology and global content even as the streaming industry enters a new phase of consolidation and financial discipline.
