All of us are familiar with the classic tale of David Vs Goliath. Times may have changed, but some things remain the same. On one hand, there are international players like Disney Plus Hotstar, Amazon Prime Video, Netflix, and on the other are players supported by broadcast networks such as Zee Network (Zee 5), Sony (Sony Liv) and Viacom 18 (Voot). And then, there is an Indian homegrown OTT player up against more than 30 players with varying subscriber base and popularity.
ALT Balaji.
TV queen Ekta Kapoor’s OTT platform, ALT Balaji, recently celebrated its third anniversary with a cumulative subscriber base of 40 million users. As per their financial report, the platform has nearly 1.7 million paying active users. We take a look at what worked for ALT Balaji and how it has been able to amass such a huge subscriber base.
ALT Balaji offers over 60 original shows in Hindi and this is one of its major strengths. Speaking about their strategy, Divya Dixit SVP - Marketing, Analytics and Direct Revenue at ALT Balaji, says it’s the in-house expertise of Kapoor, who has been producing Hindi language content for over 25 years now. “If you look at Indian demographics, 70 per cent of content consumed is in Hindi. So, as a platform, it makes sense to focus our efforts in that direction and win over the Hindi-speaking population. Once we achieve it, we can establish our supremacy in the OTT landscape and hopefully start to add more avenues. This year, we are focusing primarily on consolidating our position to ensure that we dominate the Hindi space and move forward,” she says.
Denne historien er fra May 2020-utgaven av Man's World.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra May 2020-utgaven av Man's World.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Most Expensive Made-In-India Cars
From Mercedes limousines to variants of the flagship Land Rover, a surprising number of luxury flagship models are now locally assembled or produced in India
Making Noise In Quiet
Manik Handa of Eudaemon explains what it truly takes to define quiet luxury in India’s crowded retail market
Luggage Travails of a Frequent Flyer
Luxury and semi-luxury luggage are the new fashion frontier amongst the Indian jet set. Our writer though recommends extreme caution, unless you are the kind who can afford to fly in private jets
Ruling The Street
Either through imitation or rejection, streetwear continues to dominate the wardrobe of young India. We talk to those who follow the scene closely to understand its rise in status
Street Cred
Royal Enfield’s Guerrilla 450 is a thoroughly fun and exciting motorcycle—it is not that the Himalayan has just tidied up for a visit to the city
Now Serving.Indigenous India
India's culinary scene is buzzing with a quiet revolution, fueled by a vibrant comeback of hyperlocal ingredients. This movement isn't just about digging up fresh, local produce from across the nation—it's about rediscovering the deep, rich tapestry of India's diverse culinary heritage
CHAITANYA AKKINENI OF OLD LOVES AND NEW
The Akkineni-Daggubati family scion is starting a new phase, and life is looking more exciting than ever
Independence Movement
As we step into India's 77th year of Independence, we're shining the spotlight on four stunning timepieces, all designed from within the nation's borders
Precision in Motion
How Alain Zobrist and Omega Time the Olympics
The New Frontier
While India witnesses a massive growth in the number of global skincare brands entering the market, an increasing number of homegrown brands takeover the space and trust among consumers