Is Global OTT Content on Decline with Rise of Regional Content

With the evolution of consumer behaviour during pandemic experimentation with genres and regional content began, breaking down the traditional barriers of language. ‘Jailor’ movie in recent month is one prime example that has shattered box office records across the globe!

In fact, there has been exponential growth in the number of non-Hindi language platforms catering to regional audiences given the growing demand. The share of regional language consumption on OTT platforms will be 50-55% by 2025, crossing Hindi. This growth has spurred platforms to tap into audiences outside the English and Hindi speaking ones. The other reason of course is economics of data that has been a major catalyst for change and innovation.

In hindsight raising concerns about the sustainability of international OTT content. Does it still have room to grow and coexist, or is it in decline?

OTT streaming services like Netflix, Amazon Prime Video, Disney+, and Hulu have revolutionized the way people consume content. Their extensive libraries of movies, TV shows, documentaries, and original content have attracted subscribers from diverse backgrounds and tastes. For years, these global giants dominated the OTT landscape, offering diverse content like Korean, Spanish, and Israeli shows that vetted the appetite of Indian audience for global content dubbed or subtitled. In the process they opened the mindsets of Hindi speaking audience to also accept content from regional languages. In a way international exposure set the path for the acceptance of regional content.

The rise of regional content doesn't necessarily spell the decline of global OTT content. Instead, it points to a growing diversification in the streaming landscape. As global giants expand their reach into different markets, they are also investing in localized content to cater to local audiences. In a way we will see 2 parallel streams of content emerge, which will be quite dependent on the cost of business.

Also, Indian regional content has certain cultural relevance, as it showcases stories, cultures, and languages that global content may overlook or underrepresented. It comes with a cost-effective production as such content can be produced at a lower cost compared to high-budget international productions, making it an attractive option for streaming platforms. The same relevance Indian audiences can find in a Spanish, Turkish or Mexican show however at times the cost of business can be higher here. South Korea's Netflix series "Squid Game" became a global sensation, highlighting the potential for non-English content to capture international audiences. These successes have fueled investments in geographic based content production for bigger platforms rather than just Hollywood.

In fact, many global OTT platforms are actively incorporating not only, regional content into their libraries but also now aligning with regional platforms for business opportunities, e.g Amazon Prime video channels. By offering both global and regional content, they maintain their subscriber base, attract new viewers, create further revenue streams.

Furthermore, content creators are increasingly collaborating across borders. Global platforms are partnering with regional studios and talent to create content that bridges cultural gaps and appeals to a wide audience. This collaboration can lead to the creation of unique and compelling content that resonates globally. ‘Drishyam’ that is a South language product, got made in Hindi and now a Korean remake has just been announced for the same.

As long as OTT platforms continue to adapt, diversify their offerings, and collaborate with regional content creators, they can coexist alongside the growing wave of regional content, however the ultimate winners in this evolving landscape will be viewers, who will have access to an ever-expanding array of quality global content!

"Entertainment has no language barriers; It can be understood by everyone"

The article is authored by Divya Dixit, Business Strategy and Growth Advisor