ALTBalaji’s continues to go deeper into mass India with over 2x watch time growth in Q2 FY21 v/s Q2 FY20


With restricted cost on content (Rs.110cr), ALTBalaji is the only player in the category that curates content at minimal spends and profitability.It hosts an extensive content library of 65 Hindi originals featuring Masaledaar content specially curated for the Bharat audience.Through a 360-degree integrated marketing strategy, ALTBalaji has created multiple touch-points to
establish itself as the streaming platform of and for the masses. To further amplify its objective, the
SVOD platform is associated with short format video platforms like Roposo, Chingari, and Firework,
which has a very well captured non-metros mass audience. It lays its focus on expanding audience
engagement and reach by giving the viewers a glimpse of ALTBalaji& diverse content offerings.
Influencer and Meme marketing are various other tools that have worked in favour of the platform. The soaring popularity of its web-shows and actors amongst the audiences has resulted in the ALTBalaji app consistently trending in its category on Google Play Store.
Furthermore, ALTBalaji’s strategic alliance with payment gateways like Paytm, Amazon Pay, PayPal, and
PayPoint India, helped in making subscription processes convenient for its consumers. Through these
partnerships, ALTBalaji’s extensive library of homegrown, original premium content became even more accessible and affordable to a wider and newer set of audiences.

Nachiket Pantvaidya, CEO, ALTBalaji and Group COO, Balaji Telefilms said, “At ALTBalaji, we focus on
serving our audiences in the Hindi speaking markets with an excellent and relatable entertaining
experience. To be the platform of choice for them, we have set ourselves apart from all our counterparts in the industry. We identify, explore, and experiment with content in terms of genre, storylines, talent, and marketing and distribution strategies based on the tastes and preferences of our viewers. Through all our associations, we strive to bring the best for our viewers and take the entertainment quotient a bit higher each time.