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Mint
03-06-2025
- Entertainment
- Mint
The rise of small-town stories on OTT: Grassroots-themed shows are proving to be cost-effective, culturally rich
Much like the wave that took over Bollywood around the early 2010s, when movie plotlines shifted to small towns, original shows on video-streaming platforms too are being set in tier-two and tier-three locations. The trend may have started with shows such as Panchayat in April 2020. Now, it has spread as makers take shows to small, remote parts of the country, whether it is Punjab in Kohrra or the northeast in the latest season of Paatal Lok, cashing in on local dialects and talent. While the common perception is that OTT is an upmarket, metro phenomenon with limited viewership in smaller towns, executives said that in the effort to widen audience reach, writers and makers are setting stories in the hinterland, which makes it cost-effective to put together and allows for new faces and real locations. Even metro audiences increasingly seek rooted stories from beyond the cities. 'Culturally relevant storytelling helps audiences connect with their roots and see their lived realities on screen, which fosters deeper engagement," said Raghavendra Hunsur, chief content officer of ZEEL. Also Read | Regional OTTs bank on native loyalty as viewership lags behind foreign players While the metros account for a significant portion of OTT consumption, there's been a notable and steady rise in viewership in tier-two and tier-three cities, with a major portion of ZEE5's audience from these regions, Hunsur added, noting that such stories increasingly resonate with urban audiences as well. 'The emotional depth, sociocultural nuance, and grounded storytelling offer a refreshing break from the gloss of typical urban narratives," he pointed out. Titles such as Aindham Vedham, Sankranthiki Vasthunam, Ayyana Mane, Vikkatakavi: The Chronicles of Amaragiri and Bhaiyyaji are prime examples of stories set in small-town India streaming on ZEE5. Nostalgia, depth In the fast-paced urban life, stories set in small towns or rural settings bring a sense of nostalgia and depth, agreed Nitin Gupta, chief content officer at Chaupal, a platform specialising in Punjabi, Haryanvi and Bhojpuri content. The service's titles such as Shikaari and Zila Sangrur have drawn viewers with their raw portrayal of village life and culture. The upcoming Sarpanchi 2 and Shahi Majra 2 are built on the success of their first seasons. The early adopters for any medium, including OTT platforms, tend to come from larger cities, according to Arpit Mankar, head of non-Bollywood category at Shemaroo Entertainment Ltd. However, as these platforms expand, smaller towns catch up. 'We have seen this trend across Pay TV, FM radio, and even YouTube. This shift naturally drives a demand for more authentic, culturally resonant narratives that cater to a broader audience base," Mankar said. Also Read | Smaller OTT platforms cash in on regional movie acquisitions as bigger players go slow; build on originals He added that as a result, small-town stories have become a critical part of content strategy. They offer a chance to connect with diverse audiences by capturing the humour, aspirations, and unique struggles of everyday India. These stories resonate with audiences by reflecting local traditions and the universal experiences of small-town life. While metro-centric content is getting increasingly repetitive, looking and sounding the same, regional tales find more draw from the fact that many viewers who live in big cities come from smaller towns, producer and director Hemal A Thakkar said. 'OTTs are also looking to cater to the lowest common denominator now, which are not urban viewers. The stories have to be accessible to all," said filmmaker Siddharth P Malhotra, who directed the Netflix original Maharaj set in pre-Independence Bombay. Malhotra pointed to the success of rooted tales even on the big screen, be it Lapataa Ladies or films made in southern languages. A wider lens "The shift was long overdue. Audiences in smaller towns were always there—what was missing were stories that reflected their lives with honesty. As platforms began to realise that relatability often outshines gloss, the storytelling lens naturally widened," said Dhruvin Shah, founder and CEO of JOJO, a Gujarati-language platform. Platform executives and content creators emphasised that the metros are not the only OTT market anymore. Also Read | Overseas markets emerge as big opportunity for local streaming platforms as diaspora seeks more regional content Charu Malhotra, co-founder and managing director of Primus Partners, said from a production point of view, smaller towns offer lower costs, whether it is rentals, permits or crew accommodation. There is also a growing talent pool in these regions: actors, technicians and writers who understand the local texture better than anyone else. 'Beyond cost, there's a richness in talent that's often untapped. By working with local talent, we not only control budgets but also nurture a sustainable creative ecosystem. It's not just about saving money, it's about investing in grassroots storytelling, which in turn feeds the larger vision of creating inclusive, pan-Indian OTT content," said Kaushik Das, founder and CEO of AAO NXT, an Odia-language OTT platform.
Mint
20-05-2025
- Business
- Mint
Why aggregation could be a game changer for niche OTTs
With niche streaming platforms, including international players like Apple TV+ and regional services such as hoichoi and Chaupal, now bundled into popular aggregation services, industry experts see an opportunity for these platforms to move closer to the mainstream in a cluttered OTT economy. Bundling through services like Prime Video Channels has helped many platforms reach beyond their core linguistic audiences. For instance, Apple TV+ is now accessible to users outside its traditional, urban, upmarket base, while names like hoichoi and Chaupal are being discovered by non-Bengali or Punjabi viewers. 'Aggregation has proven instrumental in expanding our footprint beyond core markets," Soumya Mukherjee, chief operating officer of Bengali streaming service hoichoi, said. 'For hoichoi, being part of Amazon Channels has allowed us to tap into new user cohorts, especially in regions where Bengali isn't the primary language. These partnerships enhance discoverability, leading to higher engagement and time spent from previously untapped audiences." Aggregation has the potential to be a strategic catalyst for language platforms like hoichoi, both in terms of visibility and business outcomes, Mukherjee added. Also Read: Trump tariffs promise a horror show for Indian movies, streaming in US Local to global By being part of larger aggregator ecosystems, regional services gain access to a much broader and often more diverse audience segment, many of whom might not have previously engaged with regional-language content directly. According to the Ormax Audience Report 2024, 42.2 million of the 150.6 million SVoD (subscription video-on-demand) audiences have access via B2B subscriptions. Keerat Grewal, head - business development (streaming, TV and brands), Ormax Media emphasized that while aggregation lowers average revenue per user or ARPU, it helps in sampling and reach for niche platforms like Apple TV+ as well as regional platforms seeking to expand their base. Charu Malhotra, co-founder and managing director, Primus Partners, a management consultancy firm, said aggregation platforms use AI-powered personalisation that recommends niche content and also adapts to user patterns. Platforms integrated into aggregator apps have seen up to 35% higher engagement in tier-two and tier-three cities compared to when they operated as standalone apps. Aggregation is not just a content strategy, but also a market-entry and brand-building strategy, she said. Once niche platforms gain visibility and user interest through aggregators, they also witness more direct app downloads and even social media traction. This eventually leads to a dual-revenue model, combining aggregator licensing and direct subscription, according to Malhotra. 'Aggregation by bigger platforms like Prime Video Channels, Tata Play Binge, or Airtel Xstream gives niche players a solid push by offering distribution through a single app," said Mahesh Sharma, president- strategic revenue partnerships at Chaupal, a platform specializing in Punjabi, Haryanvi and Bhojpuri content. In a market like India, where users are selective about the apps they keep, due to limited phone storage, being available through an already installed, trusted app helps. It increases visibility, adds a trust factor, and boosts reach, he said. Also Read: Overseas markets emerge as big opportunity for local streaming platforms as diaspora seeks more regional content Bundled and discovered Aggregation helps break geographical and language boundaries. When a regional or niche platform becomes part of a larger app ecosystem, it reaches non-traditional markets, he added. 'Chaupal may start seeing engagement from cities where Punjabi isn't the main language, simply because users are curious or exploring content across categories. Similarly, Apple TV+ might get discovered in smaller towns where people might not have gone out of their way to subscribe separately," Sharma said. So, while the platform might already have a strong name in its core market, aggregation opens it up to a wider audience, and often leads to increased time spent and engagement as users sample content they wouldn't have otherwise tried, he added. Industry experts emphasize that aggregation can definitely help build brand familiarity, which in turn can lead to direct subscriptions in the long run. However, India remains a price-sensitive market. So, while aggregators give visibility, their impact on conversion depends on whether the niche service can stand out and justify its value. 'Aggregation definitely has the potential to bring niche platforms into the mainstream spotlight," said Kaushik Das, founder and CEO of AAO NXT, an Odia content platform. By being part of a bigger ecosystem, smaller or regional platforms gain more credibility and reach, which can lead to increased direct subscriptions over time. 'It also signals to investors and industry stakeholders that there is a growing appetite for diverse content, potentially driving bigger investments into India's digital entertainment sector," he added. Indian OTT market regional language content OTT
