ALTT Unveils ‘Kutingg’: A Bold New Vertical Content Category for Gen-Z Viewers

A New Era of Entertainment: ALTT Goes Vertical with 'Kutingg'

In a move that reflects the fast-evolving media consumption habits of Indian youth, ALTT (formerly ALTBalaji) has announced the launch of a new vertical content category called 'Kutingg'—a format that blends entertainment, mobility, and digital storytelling for on-the-go audiences.

With smartphone screens dictating how content is consumed, vertical videos are no longer an experiment—they’re an expectation. Through Kutingg, ALTT aims to capitalize on the short attention spans and scroll-happy behavior of Gen-Z and young millennials.

What Is 'Kutingg'?

The term ‘Kutingg’ plays on the idea of "cutting-edge" content and "quick consumption." These vertical video series are short, punchy, and packed with drama, comedy, romance, or thrill—designed specifically to be viewed on mobile devices in portrait mode.

Each Kutingg series is created with the following in mind:

• Episodes under 10 minutes

• Mobile-first vertical viewing format

• Fast-paced plots with cliffhangers

• Relatable themes such as dating, relationships, gossip, office humor, and revenge

• Targeted to the 15–30 age group, especially urban and semi-urban youth

In essence, Kutingg content is bite-sized binge-watching for the modern generation.

Why ALTT Is Betting Big on Mobile-Only Content

ALTT has been a recognizable name in India’s OTT ecosystem for years, offering mainstream and edgy narratives through web series. However, with rising competition from platforms like MX Player, YouTube Shorts, Instagram Reels, and mini-series apps, the need to adapt was urgent.

According to ALTT’s leadership, Kutingg is a strategic pivot to reclaim mindshare among mobile-first users, who increasingly prefer vertical videos over traditional landscape formats.

A recent report from KPMG highlighted that over 70% of India’s video streaming happens on mobile phones, with vertical content outperforming in terms of engagement and completion rates.

ALTT’s Vision for 'Kutingg'

By introducing Kutingg, ALTT wants to carve out a distinct digital space for short-form fiction. While most short video platforms focus on influencer-led content or skits, ALTT is entering with scripted mini-dramas that blend storytelling and serial engagement.

ALTT plans to:

• Release 3–5 Kutingg shows every month

• Experiment with genres like horror, teen romance, comedy, and fantasy

• Promote regional content in vertical format

• Tie up with creators, micro-influencers, and writers for collaborative production

Each Kutingg show will be hosted exclusively on ALTT’s app and website, with teaser content promoted through social media channels.

How Kutingg Differs from Instagram Reels and YouTube Shorts

While Reels and Shorts dominate short-form video consumption, Kutingg stands out by offering:

• Narrative continuity instead of random, one-off clips

• Professional production value with actors, sets, and post-production

• Exclusive access via ALTT’s platform

• Storylines that progress episode-by-episode, much like a web series, but in micro format

This positions Kutingg as a midway between traditional OTT and UGC-based social platforms, offering the best of both worlds—entertainment and immediacy.

First Wave of Shows: What to Expect

The first Kutingg drop includes shows like:

1. “Pyaar Ka OTP” – A Gen-Z romance featuring two techies who connect over a mistaken OTP

2. “Office Bae” – A slice-of-life comedy exploring workplace crushes and cubicle gossip

3. “Blocked!” – A revenge drama set in the world of social media

4. “Ghosted & Roasted” – A spooky rom-com about dating apps gone wrong

Each series will comprise 8 to 12 episodes, with weekly drops and bonus episodes to boost app engagement.

Appealing to the Next-Gen Viewer

Kutingg’s target audience is clear: young viewers who consume content during commutes, lunch breaks, or late-night scrolls. These users aren’t necessarily binge-watching long series—they prefer stories that can be consumed in 5-10 minutes, without sacrificing entertainment value.

By keeping production crisp, editing sharp, and stories quick-to-hook, ALTT is hoping to become the Netflix-for-verticals in India.

Marketing & Monetization Strategy

To build awareness around Kutingg, ALTT is executing an aggressive multi-platform campaign with:

• Creator collaborations for teasers and reaction content

• Hashtag challenges encouraging fans to recreate plotlines

• App-exclusive badges and rewards for binge watchers

• Targeted ads on Snapchat, Instagram, and YouTube

In terms of monetization, ALTT will initially roll out free-to-watch Kutingg shows, with ad placements and product integrations. Premium vertical shows may follow under a micro-subscription or freemium model.

Industry Experts Weigh In

According to digital strategist Radhika Mehra:

“Kutingg is ALTT’s smartest move in years. India’s Gen-Z lives on vertical screens. The key is consistency—if ALTT delivers weekly shows with drama and relatability, they can absolutely dominate this space.”

Other experts suggest that ALTT has the advantage of experience in storytelling, unlike newer short-form apps that lack narrative cohesion.

ALTT’s Comeback Story?

ALTT has seen both highs and lows in the Indian OTT space. With fierce competition and shifting viewer preferences, staying relevant has been challenging.

However, Kutingg might just be the refresh the brand needed. It’s an opportunity to tap into an entirely new digital-native generation, while playing to the company’s strength: fictional storytelling.

Conclusion: A Vertical Leap Forward

With the launch of Kutingg, ALTT is positioning itself at the intersection of innovation, speed, and narrative depth. In a world where attention spans are shrinking but the hunger for content remains high, Kutingg offers a compelling solution: quick stories that pack a punch.