Episode 10- How ALTBalaji is supercharging growth in the OTT space with an India-first approach

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5+ y ago 55:39

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In this episode of EngageCast, we speak with Divya Dixit of ALTBalaji. She heads the marketing at ALTBalaji as their Senior Vice President and Head of Marketing.

Divya leads the marketing at ALTBalaji which is the country’s first large OTT platform with only original content tailor-made for Indian audiences. It is aimed at the urban mass that consumes both popular foreign and Indian shows online. Besides its popularity in the metros, over 80% of its traffic coming from Tier I and Tier II towns.

Within six months of launch, ALTBalaji was ranked among the top three revenue-grossing video streams in the country. Over 4 bn minutes of video were consumed until 20th Nov 2019.

Divya shares deep insights into the Indian OTT scenario while also discussing the factors which are affecting the growth of digital content across tier 1 and tier 2 cities of India. She also discusses the following points:

i. ALTBalaji’s brand positioning strategy in a crowded space
ii. The typical user journey on the ALTBalaji platform
iii. Where the next big avenue of growth lies in India for OTT
iv. The power of Indianised content & massification in content creation
v. How churn can be controlled and accounted for without affecting topline growth

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