According to a FICCI-EY report 2018, by 2020, India is expected to become the second largest online video viewing market globally. This is due to the fact that Indian audience is changing and the cravings for fresh content is more than ever. ALTBalaji has emerged as one of the fastest growing platforms in the terms of subscribers in the Indian OTT space even after the presence of global giants like Netflix and Amazon Prime and local players like Hotstar, Voot, Zee 5 and Eros Now. Let's have a look at the marketing strategies that helped ALTBalaji to achieve success in such a short period of time: <h2>Being unique</h2> <img src="https://www.marketingmind.in/wp-content/uploads/2019/03/iji.png" alt="" width="512" height="512" class="aligncenter size-full wp-image-23056" /> To win any market, it is important to differentiate yourself from competitors. ALTBalaji did this by relying entirely on original Indian content. What makes them successful is Balaji’s years of experience as a storyteller on TV. While most competitors want users to opt for a premium service, ALTBalaji works on the subscription or fully ad-based model. One can watch the first few episodes by registering, and if a user likes the content, then he/she can pay to watch the rest of it. <h2>Cost-effective approach</h2> For any brand, achieving success lies in the fact that how cost-effective your product or service is. ALTBalaji always attracted audience due to its cost-effective plans. Also, ALTBalaji can be streamed simultaneously on 5 devices at the cost of a single subscription. <h2>Knowing the interest of Indian audience</h2> ALTBalaji is becoming popular because their team knows the tastes of India viewers better than other players. From the early days with shows like Romil and Jugal, Boygiri, Dev DD ALTBalaji has been pretty consistent when it comes to appealing the low-budget Indian audience as compared to visibly expensive produced shows from the International brands. <h2>Having a wide range of TV shows</h2> <img src="https://www.marketingmind.in/wp-content/uploads/2019/03/Altbalaji-700x524.jpg" alt="" width="700" height="524" class="aligncenter size-large wp-image-23053" /> No one has the experience of making desi TV shows and its benefits more than Ekta Kapoor from ALTBajali. The platform has a big library of TV shows in different genres. <h2>Partnering with other brands</h2> To maximize the viewership, ALTBalaji partnered with multiple brands from Ola to Airtel to Jio. After Reliance Industries acquired a stake in Balaji, ALTBalaji’s content became available to Jio users also. OTT industry is still facing a lot of challenges in India. However, the future is looking very bright after the entrance of players like ALTBAlaji.
