KOLKATA: OTT platform ALTBalaji has recorded exponential growth in its viewership with a growing popularity in the hinterland markets, said the company on Saturday.

While cities like Lucknow, Ludhiana, and Guwahati saw a huge increase of 189.84 per cent, 106.50 per cent, and 108.41 per cent, respectively, Srinagar, Shimla, and Ranchi weren’t behind either, with an uptick of 103.81 per cent, 103.05 per cent, and 192.01 per cent, as compared to ALTBalaji's viewership from these cities in 2020, the company shared.

The platform also gained popularity among the Metropolitan crowd. Atleast 12.13 per cent of its viewers in 2021 came from Delhi alone. ALTBalaji's content bouquet has 81+ Hindi originals, spread out over different genres and appeals to different segments of viewers. The affordability of a subscription also adds to its value driving more viewers towards the platform.

According to ALTBalaji, a steady surge in viewership is likely, especially among the youth [18-40 years] who are constantly on the lookout for relatable content for which there is absolutely no shortage on the platform.

“A constant stream of new launches makes ALTBalaji one of the most attractive platforms for entertainment. The OTT platform has mastered the art of creating content on a smaller budget enabling viewers to access a wide variety of content at a much lower subscription rate. As per Q3FY21 results, ALTBalaji added almost 22K subscribers per day, taking active subscribers at the end of December 2020 at 2.1m v/s 1.2m at the start of the quarter,” the company said.

The platform has many new shows in the pipeline such as Apharan 2, Broken But Beautiful 3, The Test Case 2, PuncchBeat Season 2, Cartel.