The rise of Over-The-Top (OTT) platforms has reshaped the entertainment landscape, providing audiences with on-demand content at their fingertips. While Bollywood traditionally dominated the Indian film industry, the southern film industries—Telugu, Tamil, Malayalam, and Kannada—are now experiencing an unprecedented boom.
The accessibility of these films through OTT platforms has allowed them to reach global audiences, and in 2024, South Indian flicks have been stealing the spotlight with their fresh storytelling, cultural richness, and sheer cinematic brilliance.
Over-the-top streaming platforms saw content in South Indian languages in as much as 10% of viewing minutes. North and West Indian states such as Uttar Pradesh, Maharashtra, and Delhi accounted for 75% of viewership for dubbed films. Explore more by going through the article on South’s OTT boom, and why users explore unique content options.
South OTT Boom: How OTT Platforms Are Gaining Popularity?
By 2025, more than 50% of the total time spent on OTT platforms will be consumed in regional content. There are more than 40 video OTT apps streaming in India, of which 12 to 15 are regional video OTT apps.
Much like the rise of regional television a couple of decades ago, OTT streaming content in southern languages is spoiling viewers for choice. Now viewers can view South Indian movies, cooking shows, reality shows, and other content within the comfort of their sofas, all thanks to top OTT players like Netflix, Amazon Prime, and more.
Local and international OTT platforms are competing aggressively for audience attention in four southern states. Each of them has dozen-odd players satisfying the growing demand of an audience that seems to love the abundant diversity. Both newbies and established writers and filmmakers have realized the opportunities.
“Minnal Murali” – a Malayalam movie was in the top ten non-English films on Netflix, with around 5.9 million viewing hours. Whereas “Soorarai Pottru,” “Sarpatta Parambarai” and “Jai Bhim” are among Amazon Prime Video’s biggest hits. Once released in theaters, the period drama “RRR” will be dubbed in Korean, Spanish, and Portuguese for Netflix.
Netflix has its Tamil anthology Navarasa featured in the Top 10 in countries including Sri Lanka, India, and Malaysia. It has around 40% of viewers from outside India for the movie in just the first week on Netflix.
Why the South Indian OTT Boom?
In the last year, films such as Pitta Kathalu (Telugu), Nayattu (Malayalam), Andhaghaaram (Tamil), Mandela (Tamil), Paava Kadhaigal (Tamil), and Cinema Bandi (Telugu) have all featured in the Top 10 in India. The Tweet by IANS India states, ‘South’s #OTT boom rides on platforms exploring new content options.”
Pratiksha Rao, director of films and licensing at Netflix, stated that “OTT growth in the country has delivered massive opportunities for new talent to share their stories globally.” She further added we’re excited to have stories produced by a new generation from South India. They continue to set exceptional standards with their relatable and authentic stories across genres.”
As the company grows its film slate to have original and licensed films from these languages, it has launched a Twitter handle dedicated to conversations on south Indian movies, having heard from members that they would like to engage deeply on the same, Rao said.
Head of content licensing, Prime Video, Manish Menghani, said for movies in Malayalam, Kannada, Tamil, and Telugu, 50% of the audiences come from outside the respective home states. These movies are being viewed in around 170 countries, with international viewers accounting for 20% of the total audiences of local-language films.
The Telugu language space is spread across Telangana, and Andhra Pradesh is a larger market. All the primary OTT names have made a beeline for Telugu land. As a result, viewers have international majors like Amazon Prime, Netflix, Hotstar, Sony Liv, Zee5, and SunNxt. Aha, the Telugu OTT platform is creating a buzz with its Telugu orientation. Let’s explore a few more reasons for this boom.
Fresh Storylines
South Indian cinema has long been known for its innovative and bold storytelling. Unlike the repetitive narratives sometimes seen in mainstream Hindi cinema, South Indian films often delve into untouched themes, exploring complex human emotions, societal issues, and larger-than-life action sequences that keep viewers engaged.
Cultural Resonance
Films from the southern regions of India offer a deep connection to their cultural roots, making them relatable to regional audiences and intriguing to international viewers. The authenticity in depicting regional customs, traditions, and languages creates a unique cinematic experience that transcends borders.
Pan-India Appeal
With films like Baahubali, K.G.F., and Pushpa, South Indian cinema has captured the imagination of audiences across India and beyond. These films have successfully bridged the language divide, gaining popularity in dubbed versions and with subtitles. OTT platforms have only amplified this reach, making South films available to non-native speakers with ease.
Star Power and Talent
Actors from the South, like Allu Arjun, Yash, Prabhas, and Vijay Sethupathi, have gained a pan-India and even global fan base. Their performances, paired with the direction and production values of Southern cinema, have helped the industry thrive on OTT platforms.
OTT Platforms Fueling South Indian Cinema
The pandemic’s spread played a crucial role in catapulting OTT platforms. These platforms catered to the entertainment needs of Telugu audiences and proved as a life-saver for showbiz and audiences. Most leading OTT platforms rely on a content mix of web series and movies. The streaming inventory is made up of dubbed versions of English and other Indian television serials and movies.
The OTT platforms enable entertainment majors to monetize their content in regional languages. Indian subscription over-the-top and video-on-demand streaming service, Aha has set out on a trajectory powered by Telugu content. “NBK-Totally Unstoppable” is a famous talk show featuring Telugu star Nandamuri Balakrishna, which has given the OTT platform enviable traction with audiences.
“Bhamakalapam,” starring Priyamani, who gained a national following after appearing in ‘Family Man’ and ‘Indian Idol,’ is among the most delinquent offerings the platform has picked up to drive growth. Besides limited fare in Karnataka, OTT platforms have little to offer viewers. Local actors are trying to fill these gaps by launching OTT platforms dedicated to Tulu and Konkani languages spoken in coastal regions.
Many OTT apps are in the market or are in the development phase. The Kerala government has planned to launch a broadcast to support low-budget independent filmmakers. Many factors limit movie-based entertainment content; OTT players are not shying from looking beyond the beaten path. Malayalam OTT platform Koode has made its own identity, cutting through the clutter.
Radhakrishnan Ramachandran, the founder of Koode, said, “Many platforms focus on movies, but we would like to go for a broader range, so we’re looking at data and analytics.” “We analyze data to identify what kind of content genres the audience is watching. We believe that good content will have takers and experience across multiple genres,” he added.
Impact on Indian Cinema
The whole world is getting on track after two years of restrictions and social distancing rules, OTT platforms remain on the top entertainment menu of audiences globally. It’s no more different in the South. Over-the-top (OTT) platforms have transformed the way we consume content. Appointment viewing on traditional TV has been replaced by anywhere and anytime viewing video streaming apps.
However, Indian audiences love regional content on OTT platforms when it comes to streaming. Time spent on video streaming apps or OTT platforms increased by 140% in 2019 in countries like Australia, India, Indonesia, Thailand, and South Korea. However, going through the gender breakup data, male viewership is more elevated than female viewership on streaming platforms.
The over-the-top video (OTT) market will continue to grow at a fast pace, and with a 10% surge in compound annual growth rate through 2022, the market will generate around $51.4 billion. India has nearly 20 OTT platforms with content ranging from Bollywood to Hollywood, and other movies, TV shows, animations, and other regional content.
The mobile data consumption growth per capita has contributed to time spent watching content online. Rural and semi-urban areas have come out of the internet dark zones, and cost-effective data plans have increased the consumption of regional language content on OTT platforms.
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Frequently Asked Questions
What does “South OTT Boom” refer to?
The “South OTT Boom” refers to the significant surge in popularity and demand for Over-The-Top (OTT) streaming platforms that offer South Indian content, including movies, web series, and TV shows.
Which regions are covered under the “South OTT Boom”?
The “South OTT Boom” primarily encompasses the Southern states of India, including Andhra Pradesh, Telangana, Karnataka, Tamil Nadu, and Kerala. It focuses on streaming content produced in languages like Telugu, Tamil, Kannada, and Malayalam.
What types of content are stealing the spotlight on South OTT platforms?
South OTT platforms are showcasing a diverse range of content, including:
- Movies: Blockbusters, critically acclaimed films, and regional cinema.
- Web Series: Original series spanning various genres, catering to different tastes.
- TV Shows: Popular TV shows and serials, often with regional adaptations.
Why has the South OTT market seen such growth?
Several factors contribute to the South OTT boom:
- Language Preference
- Diverse Content
- Convenience
- Original Content
Are South OTT platforms only for regional audiences?
While South OTT platforms cater primarily to regional audiences, they are gaining popularity nationwide due to subtitles and dubbing, making content accessible to a wider audience.
What impact has the South OTT boom had on the entertainment industry?
The South OTT boom has:
- Changed Distribution: Traditional film distribution is evolving, with more films opting for direct OTT releases.
- Increased Opportunities: Actors, directors, and producers are exploring OTT platforms for original content.
- Enhanced Global Reach: Regional content is reaching a global audience, and fostering cultural exchange.