Reel-ing in the Masses: OTT Platforms Go Local for Global Reach

The Indian streaming market is experiencing a sea change with top platforms like Netflix, Amazon Prime Video, and Disney+Hotstar preparing to increase their base in Tier 2 and 3 cities. These platforms are launching content that resonates with the viewers of Tier 2 and 3 cities, such as regional stories and local languages, to tap into the growing internet user base. Regional OTT platforms Aha and Hoichoi are also picking up pace by offering content in local languages.

The growth in these markets is driven by cheap data plans and smartphone penetration, hence streaming becoming a principal source of entertainment in India. With streaming losing its urban taste, platforms are adapting with ad-based models and local content to access the enormous potential of small cities.

Source: KrASIA, WARC, C21Media