Indian Economy News

Regional languages to account for 54% of OTT content by 2024

  • IBEF
  • March 29, 2022

According to a recent Ficci EY analysis, the % of regional languages in overall OTT (over-the-top) video content will double from 27% in 2020 to 54% in 2024, as more streaming platforms embrace vernacular programming and films. Only 47% of OTT originals and 69% of films distributed on platforms in 2021 were in Hindi. Following in the footsteps of global giants Netflix and Amazon Prime Video, OTT platforms such as VOOT, SonyLIV, and Disney+ Hotstar are acquiring films in the four southern languages besides Marathi and Punjabi in order to attract customers from tier-two and tier-three areas.

Given the changing requirements of consumers, it is critical to provide viewers with entertainment alternatives that appeal to their tastes. All platforms have realised that in order to remain relevant across India, they must both purchase and generate unique content for regional audiences. Now most platforms have matured, everyone is looking to grow their audience by purchasing and developing content in several regional languages. Theatrical pictures attracted crowds in their 30s and 40s, as well as in small towns. As a result, platforms must expand their film libraries in order to grow their subscriber base.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.