It’s the age of OTT Platforms and with the insane amount of work happening in the industry which is being streamed onto digital platforms, Ekta Kapoor’s ALT Balaji which is a division of Balaji Telefilms, has managed to have 20 Million paid subscribers. The numbers are proof of the raging popularity of the channel amongst masses and all the credit goes to the creative mind behind it- Ekta Kapoor. The platform is not just popular in the major cosmopolitan cities of India but across the other towns and districts also.
The founder of Balaji Telefilms, Ekta Kapoor is unstoppable as she is ruling all three platforms with content creation and transforming it at the same time. When it comes to Alt Balaji, Ekta Kapoor who is also known as ‘Content Czarina’ is presenting the audience with content as per their tastes which has helped the platform grow bigger and reach farther.
According to a study released in June by Counterpoint Research, while the top five metropolitan areas account for 55% of India’s OTT users, Tier 1 cities account for another 36%. Alt Balaji, has made inroads in this market, and its subscribers are likely to hit 25 million when its next quarterly results are announced.
Nachiket Pantvaidya, Group COO of Balaji Telefilms and CEO of Alt Balaji, shared about his aspirations regarding the reach of Alt Balaji. “We are in mass Hindi-speaking majority in India. We want people in Surat, Ranchi, Raipur to watch us. We want people in rural India to watch us.”
Launched in 2017, Alt has consistently managed to stay within the top percentile in a crowded market of more than 30 OTT players, including Disney’s Hotstar, Netflix, Amazon Prime, Eros Now, Zee5, Viacom 18’s Voot, Sony’s Liv and the Times Group’s MX Player.
A game-changer in the Indian television industry, Ekta Kapoor recently joined the league of 500+ global leaders and marked her debut on LinkedIn. Being the only content creator from India on the platform, Ekta is surely a trailblazer in the true sense of the term.
Bringing narrative shifts with her every project, Ekta not just remains the most powerful woman in the OTT content creation business but she continues to rule over as the queen of all three platforms.