Since my last comment, I thought of trying the platform once.
Content: They have a few TV shows targeting young generation but the breadth is very limited. Movie collection is abysmal.
App: Product needs a lot of work. Apart from platform features highlighted earlier, they have insane bandwidth consumption. Ended up consuming 1 GB for about 75mins of content. For reference on YouTube in 760p you end up consuming about 600MB for about 100mins on content. Reason I am highlighting this is because AltBalaji is geared more towards mobile users compared to say desktop/laptop/Internet TV. In India, broadband penetration is less and thus people are using mobile data which is usually 1GB - 2GB for most of the people. Bandwidth is a easy fix.
Pricing: On a positive note for viewers, subscription costs are around 30 per month. Management as mentioned in a recent interview aims to take this to about 90 per month by 2020. Additionally they are targeting 4mn subscribers by 2020 which can potentially translate into a revenue of INR 800crs.
Now time for some 30K feet maths in 2020
India’s population: 140crs
Number of households: 28crs (Assuming 5 people per household)
TV penetration: 60% i.e. ~16.8cr households (I think 2015 penetration is about 50%)
India OTT penetration in 2020: 10% of TV population (US probably is around 20-30%)
India OTT households in 2020: 1.68cr
All the assumptions that I have taken are pretty generous. Now if AltBalaji were to have 4mn subscriptions i.e. 40 lakhs, they are targeting 24% share.
Balaji needs to really broaden the content available on the platform and fix the bandwidth consumption. If you look at reviews on the playstore, most people complain that they have not added new episodes in last 45 days. If early adopters are not happy, there is no way this can be a success.