Ekta Kapoor built her own OTT app. Now she's betting on YouTube
· 15 min · Episode 848
Episode Ekta Kapoor built her own OTT app. Now she's betting on YouTube
In the 2000s, Ekta Kapoor's serials ruled Indian TV every night on weekdays.
Then as, audiences moved from TV screens to smaller ones and streaming, her company, Balaji Telefilms followed. It bet on its own streaming app: ALTBalaji.
For years, it lost money. Until finally, it shut down last year after a government ban in 2025. Now, Balaji is taking 5 new shows and a combined 200 episodes to Youtube. Premium, shot in 4k and free to watch.
So why is India's queen of TV soaps, skipping the subscription model? We dig into her belief in an audience that no one is serving, the Pakistani drama effect and whether a bet on Youtube's ad model is enough for TV.
This episode was edited by Arnav Prakash.
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