Naman Ramachandran 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 the massive success of reality show “Lock Upp,” hosted by Bollywood star Kangana Ranaut, which ALTBalaji launched 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 czarina Ekta Kapoor’s Balaji Telefilms, which has 91 original shows streaming. There are several more in the pipeline with a focus on the youth market.
Over 80% of ALTBalaji’s audience is under 35 years of age. 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.
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