Regional content gains ground on OTTs even as Hindi dominates
Video streaming platforms are seeing slow but steady growth in viewership for regional language content, driven primarily by theatrical films.
Despite this momentum, Hindi continues to dominate with a 40-45% share of total consumption, according to Nielsen's Mobile Audience Measurement report for March 2025.
Beyond Hindi, individual regional languages each make up only 8-10% of total viewership. Original web series in regional languages have yet to truly break out, even within core markets, limiting the scale of investments in that segment.
Regional films such as Dragon, Premalu, Ponman, Thandel, Aavesham, and Sankranthiki Vasthunam have, however, made it to the list of top 10 streamed movies in India.
'We believe great stories transcend language and geography. Since our launch in India in 2016, we've built a truly multilingual service - programming in 10 languages, with user interfaces in Hindi, Tamil, Telugu, and English," Nikhil Madhok, head of originals, Prime Video, India said.
The platform's diverse local language slate–from scripted series Suzhal: The Vortex, Vadhandhi - The Fable of Velonie, Dhootha, and Inspector Rishi, to the anthologies Modern Love Chennai, Modern Love Hyderabad and unscripted shows like The Rana Daggubati Show–has built strong audiences both in India and internationally, Madhok added with the success of the initial seasons has prompting subsequent seasons.
'Today, almost 60% of customers on Prime Video India stream content in four or more Indian languages. Indian content across languages is gaining fans worldwide, too, as over 25% audience of Indian titles comes from outside India. In fact, last year Indian content trended in the Top 10 on Prime Video worldwide every single week of the year," Madhok said.
Also Read: Independent producers, boutique studios veer towards regional cinema for big gains
Deepak Joshi, CEO of Flickfusion Media Inc., USA, which owns OTT platform Chull, said the company has allocated 70% of its content budget to developing regional original programming, reflecting a commitment to the non-Hindi market. It is establishing dedicated content teams for Tamil, Telugu, Kannada, and Malayalam, ensuring that each language vertical is driven by culturally rooted storytelling.
Striking a chord
This widening of the storytelling canvas has also enabled crossovers for talent who are actively working across industries.
Prime Video originals The Family Man Season 2 and Citadel: Honey Bunny featured Samantha Ruth Prabhu, Farzi featured Vijay Sethupathi, and Jubilee featured Prosenjit Chatterjee, among other examples. With titles that reflect the local ethos and real-life contexts, platforms say the attempt is to not just deliver entertainment, but also create authentic viewing experiences that feel personal and rooted in local realities.
'With our non-Hindi content thriving, 46% of our total 4K content consumption now comes from South India alone. This not only highlights the demand for high-quality storytelling in native languages but also reflects the growing preference for premium viewing experiences among regional audiences," a ZEE5 spokesperson said.
Titles like Aindham Vedham (Tamil), Sankranthiki Vasthunam (Telugu), Ayali (Tamil), Abar Proloy (Bangla), and Ayyana Mane (Kannada) have emerged as success stories for the platform. Among original shows, Aindham Vedham (Tamil) and Vikatakavi (Telugu) have not only found a draw in their local markets but also made a significant mark in Hindi-speaking markets. The service has forayed into the Kannada market and recently announced its first Marathi original Andhar Maya.
Arpit Mankar, head, non-Bollywood category at Shemaroo Entertainment Ltd said regional language content is seeing strong growth across streaming platforms and can overtake Hindi viewership if supported by a consistent and strong pipeline.
'Hindi content has the difficult task of trying to strike a chord with multiple states and heterogenous cultures, whereas regional content enjoys the natural advantage of being tailored to a more focused, homogenous audience. Creators in the regional space tend to have deeper and more frequent immersion in their own language and culture, unlike many national content creators," Mankar said.
Also Read | Bollywood fables: Hindi filmmakers take a fancy to folklore for mass connect with audiences
For too long, regional content was viewed as peripheral—limited in scope, budget, and ambition. That perception is now changing rapidly, said Dhruvin Shah, founder and CEO of JOJO, a Gujarati language platform.
'Investors, advertisers, and content creators are realizing that regional audiences are not only vast but deeply loyal and culturally engaged. When delivered with quality and intention, regional content commands both engagement and value," Shah said.
To be sure, currently, regional content accounts for around 30% of the total investment in the OTT content. This share is expected to increase and be strongly driven by dubbing and subtitling, regional content is expected to make up to 50% of the total budget allocation made by OTT platforms in the mid to long-term horizon. While budgets are currently centered around acquiring theatrical films, regional originals can cost around ₹20 crore.
Competitive pricing models and flexible subscription plans make regional OTT platforms more attractive to audiences, said Rajat Agrawal, chief operating officer, Ultra Media & Entertainment Group. Additionally, improved streaming quality, accessibility, and user experience drive engagement.
'Post the pandemic, viewing habits have changed to become more inclusive and varied. Multilingual content, be it regional or from foreign shores, is engaging audiences like never before. People in rural belts and tier-two and three cities have additionally driven the demand for vernacular content," film producer Anand Pandit said.
Also Read | The rise of Hollywood-style cinematic universes in southern films
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
36 minutes ago
- Time of India
'Swades' star Gayatri Oberoi offers a sneak peek into her ultra-luxurious residence worth Rs 400 crore with husband Vikas Oberoi
Gayatri Oberoi, known for her role in Swades, has re-emerged, showcasing her design expertise in her family's real estate ventures. She offers a tour of her luxurious Mumbai residence, blending Indian materials with European design. Despite a tragic car accident in Italy last year, Gayatri's passion for design and family remains evident. Nearly two decades after she lit up the screen alongside Shah Rukh Khan in Swades, Gayatri Oberoi is back in the public eye—but in a very different role. The former actor, who stepped away from Bollywood after just one film, now leads a quiet yet influential life as a creative force behind her husband Vikas Oberoi's real estate empire. In a rare appearance, Gayatri gives viewers a personal tour of their Rs 400 crore residence in Mumbai's plush Three Sixty West tower, featured in a new video by YouTuber and real estate enthusiast Enes Yilmazer. Gayatri appears poised and passionate as she walks through the 45th-floor home—spanning 16,000 sq. ft with five bedrooms and seven bathrooms—sharing how design, detail, and emotion shape every corner. For Gayatri, design is storytelling. She reveals how Indian materials were blended with a contemporary European sensibility to craft a home that's both refined and deeply personal. While the price tag and setting are undeniably grand, Gayatri's warmth is what stands out most. She says she and Vikas are so invested in their work, it hardly feels like work at all. 'It's something we love,' she says simply. Though she chose to leave films behind after marrying the billionaire businessman, Gayatri's on-screen presence still lingers—elegant, understated, and compelling. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Consigue audifonos de alta calidad sin gastar ni un solo centavo Top Audifonos Undo The couple made headlines in 2023 after a tragic car crash in Italy that claimed the lives of two Swiss nationals—a sobering reminder of how unpredictable life can be, even amid immense success and privilege. Gayatri Joshi's recent appearance sparked a wave of nostalgia among Swades fans, where she memorably portrayed a strong-willed schoolteacher who helped steer Shah Rukh Khan's character back to his roots. Though Swades was her first and only film, her graceful performance left a lasting impact, earning her a place among Bollywood's most cherished one-film wonders. While she stepped away from the limelight to focus on her personal life, Gayatri's rare public moments still manage to captivate and charm audiences.
India.com
42 minutes ago
- India.com
This actress became star at 16, did 40 films, worked with Rajinikanth, Mohanlal, Vijay, suffered paralysis, died by suicide after failed love affair with…; She was…
No matter how big someone becomes, life isn't always kind, and the life of an actress is a prime example. These actresses who dazzle on screen often face darkness in their personal lives. One such case is that of Tamil actress Viji, whose tragic step after a betrayal in love shook the entire film industry. Viji, known for the film Kozhi Koovuthu, made her debut alongside Prabhu and Silk Smitha in the movie directed by Gangai Amaran. She also paired with Saresh in the song Edho Moham Edho Dhagam , which became a superhit. Following this, she went on to work with top stars like Prabhu, Rajinikanth, and Mohanlal in Tamil, Telugu, and Malayalam films. After working in more than 40 films, the heroine roles reduced, so she started doing character roles. After this, she also worked on songs. For example, she danced with Prabhu Deva in the song 'Lalakku Dol Dappi Ma' in Sarathkumar's film 'Suriyan' and with Murali in the song ' Machinichi Vara Neram ' in Vijay's film 'Poove Unakkaga'. During the shooting of this song, Viji experienced back pain and encountered complications during treatment. A mistake during her back surgery left her hands and legs paralysed, confining her to a wheelchair. Although she later won a case against the hospital and her condition improved after multiple operations, film offers stopped coming her way. Moved by her situation, Vijayakanth gave her a role in Simmasanam, which turned out to be her last film. Viji's film career began at the age of 16, and her life came to a tragic end at just 34. According to a report by Tamil News 18, Viji committed suicide in her Chennai home in 2000. The news shook the Tamil film industry. Everyone thought that the cause of his death was his health, but the things written in his suicide note revealed the real reason. Her suicide note blamed a failed love affair with director A R Ramesh, who was already married. The report suggested Ramesh promised to marry her but declined later, and that three days before her death, Ramesh met Viji at a function and abused her. Viji had also left evidence of accepting the director's love in her death note. Due to this, the police arrested the director and his wife and filed a case. However, after a few years, they were acquitted. Also, in her last note, she had requested the then Tamil Nadu Chief Minister Karunanidhi not to conduct post-mortem on her body after her death.
NDTV
an hour ago
- NDTV
A Fulfilling Feast Of Refined Flavours: What To Expect At Comorin Mumbai
Comorin, Gurugram's acclaimed all-day restaurant and bar, has opened doors at its second location: a swanky new space in Lower Parel, Mumbai. Situated in Nilaya Anthology within Peninsula Corporate Park, the establishment is here to dazzle the city with its redefined regional Indian plates and award-winning drinks programme. Comorin is a brand by EHV International, a part of the renowned Old World Hospitality Group, which includes restaurants such as Indian Accent, Hosa, and Fireback. The kitchen is led by Chef Dhiraj Dargan, while the bar is helmed by celebrated mixologist Varun Sharma. Comorin Mumbai's striking layout and design elements are the work of Rishiv Khattar (a creative director with the company), London's Russell Sage Studio and Gurugram-based Incubis Consultants. They have established a slightly different identity in terms of colours (as compared to the original location). However, they have followed the overall ethos of Comorin, along with the inclusion of the signature long communal table and deconstructed bar. At the back of the restaurant is a door to the serene Orangery at Nilaya, a small indoor garden with a skylit roof. Comorin's menu is inspired by traditional delicacies from different parts of India. It enhances regional comfort foods with soft, clever never nudges - it doesn't seek to overhaul the familiar completely, nor does it overwhelm diners with elaborate combinations. The first few dishes we happened to order epitomised Comorin's approach to food well. The zingy Lemon Gunpowder Idlis, topped with crunchy cashews, arrived with pretty quenelles of three chutneys at the side. The wholesome Smoked Kathal Galawat delighted us with its meat-like softness. The Tawa Crab Anda Bhurji gave a fun seafood twist to a breakfast staple beloved in this city, and the crisp pieces of Chilli Butter Toast made for the perfect pairing. The message here was clear: there is space for elements of experimentation, but that is not its sole focus. Talking about the process of adapting Comorin's menu for Mumbai, Chef Dhiraj Dragan revealed, "One of the key challenges was accounting for the city's tropical climate - the high humidity, monsoon rains, and the way these factors influence appetite and dining preferences. We aimed to create dishes that felt lighter, fresher, and more in tune with the weather. Another important consideration was the significant vegetarian clientele in Mumbai. We ensured the menu reflected this by developing dishes that weren't just meat-free, but were equally exciting and flavour-forward." We saw part of this reflected in plates like the Dahi Batata Puri with Kachalu, which melts in the mouth and leaves behind a tinge of a fiery sensation derived from an ingredient unexpected in the domain of chaat. Among the non-vegetarian small plates, we also enjoyed the Fried Chicken Bun with Kolkata Mustard and Bheja Fry with Khasta Roti. Whatever their origin, the spotlight was shone on robust flavours expertly and unapologetically. Comorin Gurugram has won multiple accolades for its beverage programme, and we are glad Mumbai can now relish its signature sips. Comorin's cocktails are not only a reflection of technical prowess, but also of the freshness of flavours derived from its various liqueurs, syrups and other drink components that are all made in-house. While we found the Nashik Spritz (Gin, Green Apple, Limoncello, White Wine and Ginger Ale) refreshing, it is the gorgeously smooth Walnut Sour that we would definitely return for. The latter is made by infusing bourbon whiskey with walnuts using a pressure infusion technique. Later, the whiskey is shaken with house-made cinnamon & pineapple oleo saccharum, a touch of apricot and a saline solution. Comorin is also renowned for its Sous Vide cocktails, wherein Varun Sharma adapts the culinary technique generally used for slow-cooking food to create flavour-forward drinks. He explains how he does so: "We take a double shot of spirit (Gin, Tequila, or Vodka) and add the selected ingredients into a sous vide bag, which is then vacuum sealed and placed in a sous vide bath at a set temperature for 90 seconds. After the infusion, the bag is given a 20-second cold bath to chill it instantly. We then pour the liquid directly into a stem glass, top it with tonic or carbonated water, and garnish it with the same fresh ingredients used in the infusion." The method is seemingly simple yet genius. From this section, we tasted and loved the Vodka with Orange and Peach. Comorin also has an approachable wine programme led by Kevin Rodrigues. Every wine on the list (which featured over 50 labels from around the world) is available by the glass. If you're not drinking alcohol, you'll be happy to know that the zero-proof section is far from an afterthought here. Rather, it features a wide range of refined drinks enjoyable in their own right - rather than just being bland versions of cocktails. We suggest starting with something light, like the creamy Coconut Licuado made by blending coconut water and coconut flesh (malai). Next, move to a more layered concoction like the Pomegranate Salted Shrub. Don't miss the opportunity to try the House Sodas too. We sampled all of them, and it was difficult to pick a single favourite. While the Raspberry & Thyme is sure to be a crowd-pleaser, the Saffron Ginger Ale must not be overlooked. In effect, thanks to their superb blend of sweetness, aroma and fizziness, these drinks redefined what a soda means. As with their alcoholic counterparts, technique reigns supreme here. Coming back to the food, note that Comorin's menu has large plates as well as "extra large plates." New offerings like the Amrud Ki Subzi, Aam Ki Kadhi, Keema Kofta Curry, Himachali Cha Gosht, and Paranthe Wali Gali are available only at the Mumbai outpost. We tried some old favourites, including the Comorin Dal Tadka with Chilli Mint Laccha Paratha and the Banana Leaf Bhetki with Chilli Coconut Masala. We can see the dal (featuring five types of lentils) becoming a fast favourite with the corporate diners this restaurant is bound to attract. On the other hand, the soft and spicy Bhetki exudes coastal leisure - we took our time relishing it with rice. As for desserts, note that, except for the famous Cheeni Malai Toast, all are new additions. We highly recommend the innovative and scrumptious Comorin Cassata, with layers of vanilla, mango and jamun ice cream. The seriousness of Comorin's dedication to quality is balanced with the fun of simply delicious food, resulting in a meal that couldn't help but be memorable. It's always reassuring to realise that the question isn't if we're going to revisit a new restaurant like this, but when we're going to come back. Have you made your reservations yet? Address: Comorin@NilayaAnthology, Peninsula Point, Peninsula Corporate Park, Ganpatrao Kadam Marg, Lower Parel(West), Mumbai.
