Lock Upp: AVOD service launched by ALT Balaji follows the show's massive success | Business Upturn

Lock Upp: AVOD service launched by ALT Balaji follows the show’s massive success

ALT Balaji has launched the AVOD service to increase the user base in non-metro areas, following the show’s massive success.


ALTBalaji, an Indian OTT platform that formerly functioned on the SVOD (Subscription Video on Demand) model, is now introducing an AVOD (Advertising-based Video on Demand) component to its offerings.

The move follows the enormous success of Kangana Ranaut hosted reality programme “Lock Upp,” which ALTBalaji debuted as a free AVOD show in association with MX Player and has had over 100 million views.

On the launch of AVOD, ALTBalaji spokesperson said, “The introduction of AVOD will not only be an added layer of advertising revenue to our existing revenue streams but will also help us drive further subscriber base via cross-sell and up-sell.”

He also added, “We are excited about providing a further simplified and seamless experience with thousands of hours of free content for mass India.”

ALTBalaji, one of the branches of Balaji Telefilms, has 91 original series streaming and is owned by Ekta Kapoor. It has a Monthly Active User base of more than 10 million and has sold 2.9 million memberships in the first quarter of 2022.

More than 80% of ALTBalaji’s audience is under the age of 35 out of a total of 35 million members. But non-metros account for almost 60% of ALTBalaji’s audience. With the introduction of AVOD, the platform’s purpose is to reach out to a larger audience and expand its influence into India’s hinterlands.