Indian streamer ALTBalaji, which operated on the Subscription Video on Demand (SVOD) model so far, is adding an Advertising-based Video on Demand (AVOD) component to its services. The move follows …
In the first quarter of 2022, ALTBalaji is catering to 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. Overall, it has 35 million subscribers.
One of Kapoor’s mantras is the “massification” of content, making her shows available to as broad an audience base as possible and reaching the audience beyond the Indian metro agglomerations. Some 60% of ALTBalaji’s audience is from non-metros. The platform’s goal is to reach out to an even wider audience base, penetrating further into India’s hinterlands.
“The introduction of AVOD will not only be an added layer of advertising revenue to our existing revenue streams but will also help us drive further subscriber base via cross-sell and up-sell,” an ALTBalaji spokesperson told. “We are excited about providing a further simplified and seamless experience with thousands of hours of free content for mass India.”
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