Streaming Beyond Borders: Regional Series Rewrite the Global OTT Playbook

India’s OTT landscape is undergoing a seismic transformation, with regional content surging past traditional Hindi programming to capture global attention. Platforms like Netflix, Amazon Prime Video, ZEE5, and OTTplay are doubling down on hyperlocal storytelling, reshaping audience engagement across linguistic and cultural lines.

 

Key Developments:

•⁠  ⁠OTTplay reports over 55% of its consumption now comes from non-Hindi content, with Tamil, Malayalam, Bengali, and Punjabi leading the charge.

•⁠  ⁠ZEE5 confirms South India contributes 46% of its total 4K content viewership, with regional originals like Manorathangal and Aindham Vedham outperforming Hindi titles.

•⁠  ⁠Netflix and Amazon Prime Video are commissioning originals in Tamil and Telugu, while dubbing major titles into multiple Indian languages to expand reach.

 

Audience Expansion:

•⁠  ⁠Over 70% of new OTTplay subscribers hail from tier-two and tier-three cities, reflecting the growing appetite for regional narratives.

•⁠  ⁠JOJO, a Gujarati-first platform, has produced 12 originals in the past year and launched dubbed content to deepen cultural resonance.

 

Strategic Shifts:

•⁠  ⁠Subscription models are evolving, with bundled access to multiple regional platforms like Chaupal, SunNXT, and ShemarooMe.

•⁠  ⁠AI-powered discovery tools are helping users navigate fragmented content ecosystems, making regional viewing seamless.

 

Industry Outlook:

•⁠  ⁠According to the FICCI-EY report, regional content’s share in OTT is projected to rise from 27% in 2020 to 54% by 2024.

•⁠  ⁠Co-productions, IP licensing, and syndication models are emerging as collaborative growth avenues.

 

Sources: Storyboard18, ReelnReel, StartupTalky, Iqonic Design, Times of India Blogs.