ALTBalaji subscribers reach 8.9 million
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Rebecca Hawkes
| 27 November 2018

Indian video-on-demand (VOD) service ALTBalaji has grown its cumulative subscriber base to 8.9 million, with 2.3 million users now active monthly.

Parent company, Bollywood studio Balaji Telefilms, said it had invested INR 4.5 billion in the over-the-top (OTT) platform as of the quarter ending 30 September, with plans to inject INR 1.5 billion each year into the ALT Balaji serviceservice, according to Television Post.

The company claims to receive 70% of its OTT subscription revenue through its telco partners and 30% directly through its online platform.

Average revenue per user (ARPU) is now INR140 per year and INR12 a month, said ALTBalaji CEO Nachiket Pantvaidya.

During the last quarter, ALTBalaji launched three shows – Hum, Home and XXX – taking its slate of originals to 24 shows since its launch in April 2017. A total of 40 originals are planned into 2019, hoping to build on the platform’s current subscriber retention rate of 33%.

The service also expanded its geographical reach last month through a tie-up with Xiaomi in Indonesia, integrating ALT Balaji with its smart Mi TV product line.