ALTBalaji launches AVOD

ALTBalaji, India’s homegrown OTT platform, has now launched the Advertising-Based Video on Demand (AVOD) model, attempting to set a new benchmark in the Indian entertainment industry by providing a roster of cut-through content.

The first-ever reality show Lock Upp produced by the brand has been launched via AVOD and has received a robust viewership, the platform said in a media statement on Tuesday.

The Advertising-Based Video on Demand is a system that allows viewers to access free original content.

An ALTBalaji spokesperson said, “The introduction of AVOD will not only be an added layer of advertising revenue to our existing revenue streams bit will also help us drive further subscriber base via cross-sell and up-sell. We are excited about providing a further simplified and seamless experience with thousands of hours of free content for mass India.”

On the subscription video-on-demand side (SVOD), the platform has witnessed 36 per cent quarter-on-quarter growth in FY21. In addition, the platform saw a 75 per cent increase in its active subscriber base to 2.1 million from 1.2 million last year.

As a result, the platform has more than 35 million subscribers with nine million monthly active users. UNI