Mobile Internet

Alt Balaji enter the race with the big boys as their user base doubles

Alt Balaji doubled its user base in a single quarter

India is one of those countries where content is on the verge of breaking the internet. It has already done so on many occasions in the recent past. However, it seems like every web-series, every content released online, might break the internet and this is the reason why India is on every major content creators list. It is a market which is booming and while every other country is busy making quality content, India has an audience to consume that quality content.

The audience in India has risen up to the intelligent and quality content that is out there and have shown affection towards a lot of it. That said, there are many content creators out there who are willing to serve the Indian audience with content they want to see and there is a race amongst these companies as well. India currently has five players which are dominating the market. There is Netflix, Amazon Prime, Hotstar, Alt Balaji, Zee5 and also SonyLiv.

However, there is a huge gap between Netflix, Amazon Prime, and the other players. Alt Balaji, the Ekta Kapoor managed OTT platform has managed to gain some attraction. The attraction might be for some b-grade content but the numbers are what matters when it comes to business. Alt Balaji has successfully managed to break the market and step up to the third position in the content creators list. The company has a lot of content on its application and the reason it is so popular and used is because of its low price and the content, of course.

The prices asked by Alt Balaji from the consumers are extremely low compared to other OTT players. Netflix offers plans from INR 500 to 800 rupees per month while Alt Balaji offers three months of service for INR 99. This is exactly why the subscribers have gone up on the Alt Balaji platform. The fact that Alt Balaji has partnered with Jio TV, Jio Cinema or the entire content creating space of Reliance Jio makes it even more viable.

The subscribers of the platform have grown larger since the last quarter. There was a boom in the monthly active users as well. In the last quarter, the monthly active users were around 2.3 million while the number has doubled and gone to 4.6 million. The subscriber base also increased extensively. Last year saw almost 4 million new subscribers to the platform. The subscribers went from 8.9 million to 13.1 million.

The Mumbai-based company is not going to halt here. There are a lot of shows which have been lined up for 2019. Originals are what the company banks on and there are around 40 shows that are lined up for the upcoming year. It is going to be a big year for Alt Balaji and this might just increase the subscriber base to a great extent.

Netflix, Amazon Prime, and even Hotstar have got a gutsy player in their ranks and this might change the game in India. The major players have now many competitors in this space. MX Player has also launched its own content platform which is available for free. The scenario is going to change a lot and this is just the start.

-Unmesh Phule

 

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