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Time of India

The rise of Kannada OTT: Originals, micro-series, and a hungry audience

For years, despite its rich storytelling tradition, the Kannada film industry remained overlooked on OTT platforms. Kannada content was largely seen as an afterthought, a spillover from television or cinema, and mostly limited to dubbed versions of other languages. But 2025 marks a turning point. With multiple original Kannada web series launching and regional platforms investing in homegrown stories, Kannada cinema is no longer just entering the OTT arena, it is carving a new identity. Additionally, micro-dramas and experimental formats are adding to this momentum. Here's a look: 'It's a long-overdue recognition for Kannada that's not restricted to urban audiences' 'OTT in Kannada was once seen as a spillover, but it's now building an identity of its own,' says Deepak Sriramulu, business head of a leading OTT platform. The shift, he explains, is driven by viewers' hunger for stories that are rooted in their lives, culture, and language. The younger generation in both urban and semi-urban areas, in particular, has resonated with fresh, local narratives. The breakout success of Ayyana Mane proves the point. With over an overall rating of 8.6, the show demonstrated that Kannada audiences want content told in their own voice. Its popularity even led to dubbed versions in other languages, highlighting the cross-language appeal of authentic regional storytelling. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Use an AI Writing Tool That Actually Understands Your Voice Grammarly Install Now Undo Sriramulu notes that while earlier post-theatrical and direct-to-digital releases did well on OTT, original series are now setting the tone. 'Originals meet emotional expectations and drive loyalty, compelling platforms to back Kannada stories more strongly,' he adds. 'OTT is now a profitable alternate platform' Filmmakers Yogi G Raj and Karthik Gowda, producers of Shodha, the next Kannada original after Ayyana Mane, see this as the start of something bigger. 'The warm reception to Ayyana Mane shows audiences are ready. People want rooted stories or fresh concepts — a classic example is Kantara. Shodha, set in Coorg and starring Pawan Kumar, is a murder mystery, a genre that works well on OTT. A thriller or murder mystery seems to be a genre that people love watching on OTT,' Yogi explains, adding, 'This creates more work opportunities, and that's a win for the industry. ' What began as a young, urban phenomenon is now spreading across Tier 2 and Tier 3 cities, families, and even older viewers. Cheaper internet, mobile-first viewing, and relatable content have made OTT more inclusive than ever – Deepak Sriramulu, business head at an OTT platform 'Convenience is the driving force for viewers' Convenience, say creators, is at the heart of the shift. 'Viewers want to watch what they like, when and where they want, often on their phones,' says filmmaker Pradeepa. This demand has led to varied formats - micro-series with short vertical episodes, mini-series with about six episodes, and larger, more expansive mega-series. 'For Ayyana Mane, the 'mother-in-law vs daughter-in-law' drama was a deliberate move to ease television audiences into OTT, and it worked,' he explains. 'New formats open doors to new audiences' Actress Manvita Kamath, who is working on a vertical web series, believes the future is multi-format. 'The viral nature of digital is tricky. You'll see a silly video going viral with millions of views, while a meaningful one might struggle to cross a few thousand; that's the game now. But one truth remains - for the audience, quality is non-negotiable. So, if you're making something, it better be worth their time. Horizontal long-form shows are still big for binge-watchers, but vertical content has its own audience, especially younger viewers,' she says. Snehith Gowda, who recently acted in a micro-series, likens the micro-web series format to fast food. 'Quick, on-the-go, but satisfying. Kannada was late to OTT, but the potential is massive now,' he says. "Get the latest news updates on Times of India, including reviews of the movie Coolie and War 2 ."