ALTBalaji, India’s homegrown OTT platform, has now launched the Advertising-Based Video on Demand (AVOD) model, which will set a new benchmark in the Indian entertainment industry by providing a roster of cut-through content, following the spectacular success of entertaining original content on Subscription Video on Demand (SVOD).
The brand’s first-ever reality show, Lock Upp, was released on AVOD and was a huge success, reaching every family’s living room across the country and garnering strong global viewership. The Advertising-Based Video on Demand technology provides free access to original material to users.
With over 80% of ALTBalaji’s audience under the age of 35, an exciting library of 91+ original shows and more on the way, and a thriving SVOD business, AVOD is the next logical step in the company’s growth. For the first time, a platform without a network has attempted to develop an AVOD business, garnering a record amount of views based on the quality of the ground-breaking material it produces on a regular basis. The platform’s purpose is to reach out to a larger audience by expanding its reach into the hinterlands.
ALTBalaji spokesperson said, that the introduction of AVOD will not only be an addition to the existing layer of advertising revenue streams but would also help them drive further subscriber base via cross and up-selling. They also expressed their excitement about providing a further simplified and seamless experience with thousands of hours of free content for mass India.
ALTBalaji’s subscription video-on-demand (SVOD) business grew 36 percent quarter over quarter in FY21. In addition, compared to the same quarter last year, the platform’s active subscriber base increased by 75% to 2.1 million from 1.2 million last year. As a result, the site now has over 35 million monthly active users and over 35 million members.
ALTBalaji has a track record of launching successful initiatives and opportunities that are well-received by the public. It has sold 2.9 million subscriptions in H1 alone, catering to an MAU base of over 10 million. The site has an average daily viewer engagement of 83 minutes, with different genres appealing to diverse audiences. AVOD streamers will thrive over the next three years, according to a recent report from global technology research powerhouse Omdia, with sales of about $260 billion by 2025.
Follow and connect with us on Facebook, LinkedIn & Twitter
