Regional OTT Is Rising For Native Audiences

Now a days most of the OTT platforms are focussing primarily on Hindi content to serve to the local tastes and preferences. The regional OTT platforms are focusing on the content that will be well liked by the native audiences. From last year OTT platforms has grown bigger in cities like Maharashtra, Gujarat, Kerala, Karnataka, Andhra Pradesh-Telangana and Tamil Nadu. There are too many OTT platforms in regional languages, but among them aha in Telugu, hoichoi in Bengali, Planet Marathi in Malayalam and City Short TV in Gujarati are most famous.

TV broadcasts such as Star India and ZEEL has also launched regional channels to expand their business outside the Hindi-speaking markets. OTT platforms are following the footsteps of TV broadcasting.    

Also, platforms like hoichoi and aha have successfully managed to reach a good number of subscribers in their target market. FICCI-PwC report has said that the share of regional language consumption on OTT platforms will cross 50% of total time spent by 2025. It has also said that content costs will increase as there will be a need of a more aware audience in the regional OTT platforms.

Bodhi Tree Multimedia Managing Director Mautik Tolia has said that the second wave of OTT will be regional as most of the broadcast consumption in India is also regional. He has also said that the need for regional OTT content is huge. But this matter has remained unaddressed. According to him there are only a few numbers of shows that has been made in regional languages, but eventually this number will grow as its viewership will grow. In large markets like Tamil and Telugu the budget of an OTT show starts from Rs 2 crore to Rs 20 crore.