ALT Balaji's global aims gain steam
Ekta Kapoor-backed OTT platform ALT Balaji's current focus is on widening its international customer base, at least for the next two years. Witnessing an impressive 6x revenue growth in its second year of inception and having earned a decent subscriber base in the country, top bosses heading the platform feel they have a good foundation to explore global terrains now. Earning over Rs 25 crore from indirect subscribers and Rs 15 crore from its regular subscribers in the recently concluded financial year, the company's customer base showed a good spike owing to its affordable pricing at Rs 300 a year. Efforts are on, especially on the digital marketing front, to double their revenue in the ongoing financial year. Some of its shows that have struck a chord with viewers include Gandii Baat, Apaharan, Ragini MMS and Keheneko Humsafar Hain. The ALT Balaji team is however practical enough to understand the revenue growth rate may not be uniform over the next few years. Given the competitive pricing by their other OTT counterparts, including Netflix's bid to earn more users through its cheaper-mobile friendly pricing and Hotstar's Rs 365 a year plan, ALT Balaji's strategies to widen their user base in the market might change over time. Interestingly, they find a larger number of male crowds resort to OTT platforms, given the lack of viewing options on television. And thrillers happen to be their focus-genre. ALT Balaji also has accepted that following TRAI's regulations with regard to content is important for its sustenance in the market.