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<ul><li><keyword id="4241922" type="General" weightage="20" keywordseo="altbalaji" source="Orion">ALTBalaji</keyword>'s Cartel is a story of a first family business, that rules the divided factions of the underworld in the city of Mumbai.</li><li>The multi-starrer release has bagged 13 brands. </li></ul>ALTBalaji has associated with numerous youth-centric brands for its thriller entertainment series, Cartel. The popular brands appeal perfectly with the show's message, which is for the youth and matches the target audience's interests. With 80% of ALTBalaji's audience less than 35 years of age, the partnership with youth-centric platforms helps brands reach out to their target audience. The brands that have tied up for the association include Ferns and Petals as official gifting partners who have signed in for a co-branded digital association by giving a 20% discount to ALTBalaji subscribers on their next billing. Invisible Lounge kept the Cartel theme alive by celebrating the launch with a Gangsta-party. Ixigo is associated with us as a travel partner for most of our shows as the audience of such shows are mostly the Indian youths of the country who love to travel, thereby allowing them 20% discount coupons exclusively for ALTBalaji subscribers. Growfitter, the show's fitness partner, is giving a free one-month Growfitter Premium Subscription for the audience who have watched the first episode on the very first day and, three lucky winners will also be gratified with Google home minis. Youth snackable branded concept video and social media association slated with Dunzo. While Ugaoo has gifted plants as Nature partners, Mission Green Mumbai has associated as the NGO partners who will undertake exclusive tree plantation activity to save Aarey in Mumbai, an area ruled by the fictional Angre family from the show. Apart from these, brands like Reliance, Voyage, Flyrobe, Ugaoo, USTREAK have also been associated with the show as accessories, digital, Esports, nature, and wardrobe partners. ALTBalaji has also been associated with Josh, India’s fastest-growing and most engaged short-video app, and will see multiple collaborated activities, including actor videos, social media content, contests, giveaways, and much more. Josh also started the #CartelChallenge for their users to generate uber-cool videos with Cartel dialogues. Multiple engaging partnerships also include brands like Reliance and Flyrobe have exclusive Cartel collections for the fans to flaunt their favorite actors' mannerisms. For youth who love gaming apart from Binge-watching ALTBalaji, USTREAK would be hosting tournaments by Gamers and ESPORTS CHAMPIONSHIP with the actors of Cartel. Voyage is also giving away Cartel Sunglasses as gift hampers (for Men and Women). Bollywoo has created merchandise featuring show dialogues for fans to join the Cartel fever. Commenting on multiple brand partnerships, <keyword id="3381161" type="General" weightage="20" keywordseo="divya-dixit" source="Orion">Divya Dixit</keyword>, SVP -Revenue &amp; Marketing at ALTBalaji, says, "Cartel is a tentpole property for us with a stellar star cast and storyline. The team went all out to promote this show and reach the intended audience via successful partnerships. All of these brands have been chosen carefully and are helping us gain maximum momentum. The brand associations purely depend on the show's content and target audience and how both the brands can benefit from each other's audience base." ALTBalaji's content bouquet includes premium, disruptive content and original series across genres. With originality, courage, and relentlessness at its core, ALT stands out for being avant-garde, non-conformist, inclusive, effervescent, and has something for every individual. With a vast library of 87 originals across genres that cater to all kinds of audiences, the shows at ALTBalaji are a mix of thriller, crime, drama, romance, youth drama, horror, comedy, amongst others.

ALTBalaji's Cartel partners with 13 youth-centric brands to engage with its target audience

<ul><li>The pandemic saw OTT pick up traction, which has prompted brands interested in reaching the elusive demographic to consider subscription video-on-demand streaming platforms. </li><li><keyword id="3381161" type="COMPANY" weightage="20" keywordseo="Divya-Dixit">Divya Dixit</keyword>, SVP - Revenue &amp; Marketing at <keyword id="4241922" type="COMPANY" weightage="20" keywordseo="ALTBalaji">ALTBalaji</keyword> pens down benefits of exploring SVOD. </li></ul>In the current era of continuous WFH and lockdown status, OTT has earned widespread acceptance globally. Worldwide over-the-top (OTT) market registered a revenue of nearly $110.1 billion in 2018 and is anticipated to grow at a 19.1% CAGR surpassing $438.5 billion by 2026 according to a report by Research Dive. “Content gone digital” is the mantra that has gripped the globe and is driving the growth and revenue in double digits. The pandemic saw OTT pick up traction, which has prompted brands interested in reaching the elusive demographic to consider subscription video-on-demand streaming platforms (SVOD) that are ad free platforms. SVOD will be the prime driver of revenue, increasing at a 30.7 percent CAGR from US$708 million in 2019 to US$2.7 billion in 2024, according to a report by PWC on Global Entertainment and Media Outlook. The report also stated that India is the fastest-growing OTT market at 28.6 percent CAGR; to become the sixth-largest market in 2024. As per the same report, India's OTT market to overtake South Korea, Germany, and Australia and become the sixth-largest market in 2024. Since many streaming platforms are ad-free; product placements, brand integrations, and co-promotions are becoming significantly more important. Branded integration goes further as a strategy since it allows the brand deeper engagement with the platform audience as well as a longer shelf time as well as being endorsed by celebrities, thereby also gaining audience attention and trust. The massively aggressive world of brand marketers is thus now actively engaging with SVOD platforms as well. The PwC Global Entertainment &amp; Media Outlook for the year 2020-2024 indicates that for the first time, subscription video-on-demand revenues have surpassed box office revenues with the closure of cinema halls and multiplexes due to the pandemic. With the aid of research and brand recall tactics, predicting viewership before shows launch can help marketers decide where to place their bets. The focus is now shifting towards the dashboard that recognizes the audience's behaviour, the engagement metrics, the shows binged, what's on the audience watch-list, etc. The possibilities of gauging behavioural data through data science are endless. It's essential to be a part of the consumer journey right from the beginning as the AI can map content according to their watch patterns and preferences, thereby enhancing their engagement experience. With segment-specific content usage, brand associations and hyper-personalization are leveraging analytics and trying to personalize the communication, thereby leading to an enhanced and engaging experience with our subscribers. Parallelly, brand partnerships have also helped OTT apps increase visibility to the audience, amplifying the platform presence and creating a revenue model, however the model is still an evolving process. It is a highly crucial time for marketing innovations as the opportunity to get discovered today is more significant than it has ever been before. Brands looking to cement their market position in a post-lockdown digital-first world must speed up their digital efforts by creating an engaging digital ecosystem as essential to their business strategy. With timing being the tight ropewalk between the winners and losers, for players focusing on this, now is the time to take that leap. The current era is perfect for responding and rethinking how we market and connect with our audiences in this new digital landscape. As the race to grab audience loyalty intensifies, every OTT platform's fate and success will be decided on how they acquire new subscribers, retain what they have, and at what cost. These three fundamental elements will drive every single decision made by players in the streaming video industry.

SVOD and brand partnership: A successful revenue model

<ul><li><keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword> had a watershed year in 2020 and the growth continued in 2021. Most reports are predicting that OTTs growth is here to stay.</li><li>Homegrown <keyword id="959269" type="General" weightage="20" keywordseo="ott-platform" source="Orion">OTT platform</keyword> <keyword id="4241922" type="General" weightage="20" keywordseo="altbalaji" source="Orion">ALTBalaji</keyword> has been witnessing healthy growth on the back of its differentiated, localized content with a mass appeal.</li><li>We speak to <keyword id="3381161" type="General" weightage="20" keywordseo="Divya-Dixit" source="Orion">Divya Dixit</keyword>, SVP - Marketing &amp; Revenue, ALTBalaji to take a look at ALTBalaji’s journey so far and the factors that have helped it woo audiences in a space that is increasingly becoming cluttered.</li></ul>It won’t be an exaggeration to say 2020 was a watershed year for the Over-the-Top (OTT) industry. With people being stuck at home, yearning for fresh content with nowhere to go, OTT platforms came to the rescue. Most platforms witnessed an uptick in its uptake, with people spending more and more time on the platforms. According to a recent report by FICCI and the Producers Guild of India, around 148 million Indians subscribed to online curated content platforms. Another report by RBSA Advisors also predicted that India's video OTT market may hit $12.5 billion by 2030 from around $1.5 billion in 2021 owing to access to better networks, smartphones, and digital connectivity. The pandemic no doubt has given the industry a boost and most platforms are doing all they can to woo consumers. While competing with each other for producing and licensing better, more differentiated content, last year also made most of these platforms realize that consumers are wanting to watch local content and most platforms have been investing on producing local and regional content. Within the OTT space in India, homegrown platform ALTBalaji has been witnessing a healthy growth in the past few years. The 4-year-old platform said recently that it is currently catering to an MAU base of over 10 million, having sold 2.9 million subscriptions in H1 alone. The platform is also seeing an audience engagement metrics of 83 minutes per day. While witnessing good growth from non-metro cities in India, ALTBalaji also recently announced its partnership with Telenet to further its reach into Nepal. We recently caught up with Divya Dixit, SVP - Marketing &amp; Revenue, ALTBalaji to take a look at ALTBalaji’s journey so far and what has helped it woo audiences in a space that is increasingly becoming cluttered. Excerpts: Q) It's been over 4 years since the launch of ALTBalaji. Can you walk me through a few of the highlights? ALTernative content being the core ethos of the group, ALTBalaji completed four glorious years of entertaining the audience with their non-stereotypical and out of the box storytelling. Currently catering to an MAU base of over 10 million, we have sold 2.9 million subscriptions in H1 alone, in this highly competitive Over-The-Top business. The platform also sees an audience engagement metrics of 83 minutes per day, with different genres catering to varied audiences. At ALTBalaji, we constantly sought innovation in content, technology as well as marketing. With a library of around 90 original shows on the app and yet many more to be released, our content library has received accolades for its disruptive work and also seen the engagement time grow to over 83 minutes since the last quarter. As a result, there has been a steady upward growth for the past two years. Furthermore, being one of the most economically viable OTT platforms in the country, catering to almost all sections of society with a varied genre of shows, the various web series on the digital platform have received recognition from IMDB in terms of the ratings and numbers. Our recent action-thriller web series Cartel with an IMDB rating of 8.2; Broken But Beautiful 3 with 8.7; Mai Hero Boll Raha Hu with 8.7; Apharan with 8.3, The Test Case with 8.4 and Bose with 8.8 are some of the shows which have received rave reviews and numbers. With the growth of technology, penetrative pricing and tailor-made content for audiences, ALTBalaji has seeped into the country's hinterlands. We worked quickly and identified the needs of the hour, leading to shows that made impact and kept people entertained right in their homes. Q) Considering how people have been stuck at home since last year, they are still looking for entertainment and looking for it on OTT. How did you strengthen your content offering in the last 1.5 years to create an edge for yourself in the market? While the pandemic added to the platform's growth, ALTBalaji's journey over the past four years has been ever-growing. Engagement time has exponentially increased and subscriptions continue to grow at a steady pace. Many variables decide viewership, ranging from the technology available to the preferred content to the time people had in hand. So fortunately, from the platform's perspective, there has been no dip in the number of viewers. Cities like Hyderabad, Ahmedabad, and Kolkata with a 2.19%, 1.32%, and 0.99% growth YOY are among the few major cities that have added to a significant expansion in ALTBalaji's subscribers in the past year. We have been quick to understand that content is the deciding factor to draw in more viewers. So, it was essential to personalize content as per the viewer's preferences, which we constantly work on. The most crucial part our strategy is our out-of-the-box narratives. The content itself is tailor-made to attract larger audiences. We believe in creating shows that appeal across segments and narratives out of the box or unexplored. Recent shows like The Married Woman, Broken But Beautiful 3, and Cartel have been making headlines, and we are ecstatic with the response. Broken But Beautiful 3 set benchmarks with 180 million viewers and 220 million impressions with an innovative marketing strategy. Other notable shows like Crashh, Mai Hero Boll Raha Hu, His Storyy and Cartel have given ALTBalaji an edge over most platforms. Q) What sort of investments are you putting in on acquiring new content, producing them yourself? OTT content consumption has witnessed a steady growth throughout and will continue to do so on its own. However, the lockdown period has scaled up the OTT content consumption game, and I believe now is the time for OTT platform players to sit back and rethink their strategy. ALTBalaji has always sworn by original content. The platform churns out unique content and gives a launchpad to many aspiring talents across the board. Since our launch in 2017, we have ensured that our costs are restricted to Rs 150-Rs 160 crores per annum, out of which content cost has been around Rs 110 crore. Also, we aren't in the business of acquiring content. It is because we've mastered the art of making content at one-third the price that our peers are spending. In the year 2021 alone, the platform launched 20 original shows, and many more are in production Q) What kind of growth did you witness last year after the lockdown? Have you been able to retain the growth? The pandemic has scaled up the OTT content consumption game and ALTBalaji has seen a significant rise in engagement levels. ALTBalaji has seen a 15-20% growth in its viewership numbers; however, the lockdown increased subscribers from the Hindi heartlands. With the increase in appetite to consume our diverse library of originals and our shows catering to the mass audience, we have 59% of our viewership coming from the non-metros. While cities like Lucknow, Ludhiana, and Guwahati saw a huge increase of 189.84%, 106.50%, and 108.41%, respectively, Srinagar, Shimla, and Ranchi weren’t behind either, with an uprise of 103.81%, 103.05%, and 192.01%, as compared to ALTBalaji's viewership from these cities in 2020. 18% of our overall traction comes from the global audience, without any aggressive marketing. ALTBalaji established a precise positioning of 'OTT of the masses' with Hindi Colloquial Content for the Bharat audience and Hindi Speaking Diaspora. Q) With multiplexes opening up, do you think the growth for your platform will stagnate? What is your customer retention strategy? OTT has created new opportunities for content distribution across geographies. Viewers have adapted to the flexibility of time, convenience and choice of watching content. 2020 certainly acted as a catalyst in transforming the audiences' content consumption habits, converting fence-sitters and one-time visitors to subscribers, thereby increasing the overall subscription base and engaging more with the existing ones. Furthermore, the low cost of mobile network and affordable smartphones have revolutionized the OTT video streaming industry. In conclusion, surviving the market demands despite the opening of theatres is possible with affordable pricing, diverse content bouquet, buffer-free experience, and immersive innovations. Going out to mingle and unwind by watching movies is still a part of our culture and hence multiplexes will always remain important. Q) From a marketing perspective, what are you doing differently to be top of mind in the consumer's mind? Going ahead, what will your key areas of focus be? Our digital strategy covers all the bases when it comes to youth-friendly platforms. We have realized that influencer engagement is the way to go in this time &amp; age. Our romantic series Broken But Beautiful 3 have been picked up as a case study since the show achieved 180 million viewers with 220 million impressions through our marketing campaign. We also partnered with short format apps for youth oriented UGC, multiple digital payment gateways for our various youth-centric brands to ensure the audience has the smoothest experience possible. In 2020 alone, ALTBalaji has partnered with almost 25-30 brands for each of our show release that enabled incredible growth for both parties. We have a robust analytics platform with a live dashboard that provides us information on views and engagement along with the socio-economic and demographics of our viewers to generate behavioural consumption patterns to sharpen our retention strategy. What works optimally for us is to focus on consumer segmentation, mapping audience behaviour, focused customer retention, optimizing customer life cycle, and progressive strategies for onboarding new consumer segments; who are new to the internet or women in smaller markets, etc. Besides Instagram and Twitter, we also actively use WhatsApp to engage with our users. To further penetrate the Hindi heartlands, we will simplify our UI/UX by bringing in voice search, one button click registration, and easy payment modules in retail and digital. We foresee that we can target growth in the youth segment, over and above male and female target audience aged between 20-40 years. Vocal for local is sure to make it big in 2021. Gamification and Virtual reality, along with social commerce, will be the next big consumer engagement drivers on OTT. Q) Since digitization has sped up since the lockdown, how are bringing in new users? How are you reaching out to audiences deeper in the country who are also hungry for good content? Massification of content has been our goal right from the very beginning, and that shall see us lay further impetus towards expanding our content library. The various genres that we dabble into have massive scope for OTT players to explore the segment and expand their footprint by tapping into Tier II and Tier III markets. In parallel, we are continuously improving our UI/UX to ensure easier subscription, voice search, vertical video formats and a more effortless viewing experience for our audiences. The data analytics combined with targeted marketing also allows us to acquire customers lower than the industry standards. We also intend to extensively leverage data for predication analysis on the shows as the library expands, which feeds back into the content teams, enabling them to take sharper decisions on content creation Q) How are you making the platform more user-friendly, technologically more stable to be on the same level as a few of the global OTT players? The entry of new players in the OTT landscape or the rising influence of an existing player does not bother us. We welcome competition. It expands the consumer base and brings in new business opportunities and strategies. ALTBalaji also tied up with Amazon Pay and MobiKwik, two of the most trusted and convenient payment options for online transactions making the app more user-friendly, especially at payment and checkout. The tie-up with Amazon Pay enabled the subscribers to win up to Rs 50/- cashback while MobiKwik gave subscribers up to 10% cashback, credited to the users' wallets in under 24 hours. With these offers, subscribers will have no difficulty switching over to these safer and quicker, one-click transaction options for all future purchases. A buffer-free experience and immersive innovations are constantly worked upon. To further penetrate the Hindi heartlands, simplifying our UI/UX further, by bringing in voice search, one button click registration, as well as simpler payment modules in retail and digital is what we will be looking to innovate constantly

Over the years, we've mastered the art of making content at one-third the price that our peers are spending: Divya Dixit, ALTBalaji

<ul><li>Flipkart is all set to launch its own streaming platform. </li><li>Business Insider India has independently verified the news that the e-commerce giant is set to announce the launch soon. </li><li>This move would put the Walmart-owned Flipkart in the territory that is currently dominated by <keyword id="2739840" type="PERSON" weightage="20" keywordseo="Hotstar">Hotstar</keyword>, <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword> and <keyword id="758541" type="ORGANIZATION" weightage="20" keywordseo="Amazon-Prime">Amazon Prime</keyword>.</li></ul>Walmart-owned Flipkart is set to take the battle with Amazon to a new level, and pick up a few more competitors like Netflix, Hotstar along the way, as it moves to launch its own OTT platform. Business Insider India has been able to verify its plans with an Indian award-winning film producer, who is in talks to work on content for Flipkart’s new OTT. “I have known about this launch and have been in discussion for content for the <keyword id="7950530" type="UNKNOWN" weightage="20" keywordseo="flipkart-OTT">Flipkart OTT</keyword>. It’s very exciting as Flipkart has a massive Indian audience reach already,” said the producer. Sources say that the Flipkart OTT is ready to launch, and an announcement in this regard is expected soon. The e-commerce major’s rewards programme subscribers Flipkart Plus, will be offered the OTT platform’s content service as well. Flipkart’s CEO Kalyan Krishnamurthy said <a href="https://twitter.com/ETNOWlive/status/1075370160737972224?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1075370160737972224&amp;ref_url=https%3A%2F%2Fwww.republicworld.com%2Ftechnology-news%2Fapps%2Fflipkart-now-looking-to-compete-with-netflix-and-amazon-prime">last year </a>that they are looking at partnerships for its content foray. Also, Flipkart was also known to have <a href="https://www.livemint.com/Companies/aahtibpsOIu6Bp3HH6oCxL/Flipkart-Hotstar-stake-to-enter-Amazon-Prime-Video-Netflix.html">held talks</a> to buy a stake in the Indian OTT platform Hotstar in 2018. Content wars in India Flipkart’s entry into OTT will place it right into Amazon Prime Video’s sweet spot – which bundles content with a prime membership for its e-commerce platform. Prime Video shot to popularity because of its affordable plans which offered all its benefits – free and faster shipping of products, video and music – all in one membership. Each of these business segments fuel the other, netting more millennials into its fold. Amazon Prime also produced Indian shows like Made in Heaven, 4 More Shots Please, tailoring it to local needs. Flipkart will also enter an extremely competitive market where large media groups, production companies and even Bollywood’s actors are making a beeline into web series. Even as the Indian internet users are as high as 500 million, they have multiple options of innovative creators who are all set to woo them. And, Flipkart now wants a piece of this pie. American streaming giant Netflix too spiced up its offerings to turn truly local. It had forged many content partnerships and also started its Netflix originals in India to launch popular shows like Sacred Games, Lust Stories, Leila, Little Things, among others. It also recently announced its cheapest plans ever with a ₹199 mobile-only subscription plan for Indian users. Hotstar is yet another big player from the Star stable, which currently boasts of 17.7 million monthly active users, which is believed to be the highest in the market. India’s homegrown OTT platforms too are catching up with the race. ALTBalaji and Zee5 teamed up to co-create 60 original Hindi series, which will be streaming on both platforms. 
 
 
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 Flipkart holds about 40% of the market share in e-commerce in India, and will gain from being an established brand. Walmart had first announced its India entry with its offline signature retail outlets in 2007. While it may not have made a mark back then, it came into the spotlight in 2018 when it acquired Indian e-retail unicorn Flipkart for $16 billion – one of the biggest e-commerce deals in the world.

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ALTBalaji's Cartel partners with 13 youth-centric brands to engage with its target audience

BI India Partner

SVOD and brand partnership: A successful revenue model

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Over the years, we've mastered the art of making content at one-third the price that our peers are spending: Divya Dixit, ALTBalaji

Samarpita Banerjee

Walmart is ready to take on Amazon and Netflix in streaming too – via its Indian subsidiary Flipkart

Sanchita Dash

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