No language barrier in OTT: Regional language content scores are high on the web

While English and Hindi video content on OTT sites are considered the most preferred languages ​​for viewers, the rise of regional original web content is now gaining importance. Even the latest survey by FICCI, regional language consumption share on OTT sites will exceed 50% of the total time spent by 2025, thus surpassing India by 45%.

A still from the Marathi web series Samantha.
A still from the Marathi web series Samantha.

Explaining the reason, Vikram Mehra, MD Saregama India says, “We firmly believe that the next wave of digital consumers will come from small cities. It clearly indicates that the audience wants to absorb the content in their own language.

A still from the Bhojpuri web series Madhuri Talkies.
A still from the Bhojpuri web series Madhuri Talkies.

He added that armed with such insights, they have been making significant investments and acquisitions in all the leading Indian languages ​​including Tamil, Malayalam, Telugu, Bhojpuri, Haryanvi, Bengali and Gujarati.

Joshi was part of two seasons of the Marathi language web series on actor Swapnil சமந்தர் In it he plays Kumar Mahajan, whose life changes after he travels.

Speaking about the popularity of his show despite being in the regional language, he said, “Boundaries are shrinking. There is no such thing as regional content. Cash liftt, This is a regional show because it sees popularity even though it is in Spanish. Similarly, shows in Indian regional languages ​​are becoming more popular day by day because they are of high quality. ”

As part of the three seasons of the Bengali web series, HelloActor Raima Sen shares that he has entered the boundaries of web projects only with the regional project.

“I had my own fear of doing a web show because I did not know what it was. But I took the gamble. And Hello was a huge success. We have finished three seasons so far. The content may be in Bengali but it is seen everywhere. That is the beauty of the web,” he said. She shares.

Anne Kay A Still from Hawa
Anne Kay A Still from Hawa

Actress Priya Babat starred in the Marathi series Anne K. Hawa, Already had three seasons, not only Hindi, but is now pleased that a lot of regional language content is performing better.

“It’s very satisfying to know that there is a change of audience and constant growth in OTT, especially for regional content. They are ready to see it. I’m glad to see different directors and content creators entering regional content,” Babat explains.

Anand Runda, MD of renowned studio, said regional content has gained significant traction on OTT sites in recent times, along with access to smart phones in the country, giving wide internet penetration in the country.

“Producers are focusing on creating content in different parts of the country and their production value has significantly improved. This content has found audiences across different populations and sentiments. Whatever the mother tongue, if the story is interesting and engaging, content creators are dubbing it into regional languages, thereby providing local services. The presentation has undoubtedly made a big difference and there is already a strong demand for such content on OTT sites.

The G5 series has also decided to launch Punjabi movies, web series, originals and shows. Manish Kalra, Chief Business Officer, ZEE5 India, said that their greater focus on Punjabi Facebook content aims to cater to this growing demand for quality entertainment in local languages.

“It will help us as the only place for users to view high quality Punjabi content and will be one step closer to our larger vision of reaching entertaining content to lower markets,” he concludes.



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