Indian Streamer ALTBalaji Launches AVOD Service With ‘Lock Upp’

The Indian streamer ALTBalaji, which previously operated according to the subscription video on demand (SVOD) model, is adding an advertising-based video on demand (AVOD) component to its services.

The move follows the massive success of reality show Lock Upp, hosted by Bollywood star Kangana Ranaut, which launched ALTBalaji as a free AVOD show in partnership with MX Player and has had more than 100 million views.

ALTBalaji is a division of Indian TV Empress Ekta Kapoor’s Balaji Telefilms, which streams 91 original shows. There are several more in the pipeline that will focus on the youth market. Over 80% of ALTBalaji viewers are under 35 years old.

In the first quarter of 2022, ALTBalaji serves a monthly active user base of more than 10 million and has sold 2.9 million subscriptions. It sees an audience engagement metric of 83 minutes per day. In total, it has 35 million subscribers.

One of Kapoor’s mantras is to ‘massify’ content, to make their shows accessible to the widest possible audience and to reach audiences beyond the Indian Metro metropolitan areas. About 60% of ALTBalaji’s audience is non-metropolitan. The aim of the platform is to reach an even wider audience and to penetrate further into the Indian hinterland.

“The launch of AVOD will not only be an additional layer of advertising revenue on top of our existing revenue streams, but will also help us build another subscriber base through cross-selling and up-selling,” said a spokesperson for ALTBalaji diversity. “We look forward to delivering a further simplified and seamless experience with thousands of hours of free content for mass India.”

https://variety.com/2022/tv/asia/indian-streamer-altbalaji-avod-kangana-ranaut-1235219771/ Indian Streamer ALTBalaji Launches AVOD Service With ‘Lock Upp’

Charles Jones

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