The new global is the local. All industries are affected by India’s present geopolitical circumstances. The Indian government’s ‘Atma Nirbhar Bharat’ and ‘Make in India’ campaigns have raised awareness of the importance of the domestic market.
OTT is no exception. Regional television programming with a strong hyperlocal focus has long been popular. As a result, all major media corporations have several regional satellite channels. Netflix has now indicated that, in addition to Hindi, it will produce other regional content in order to attract a wider audience. The pattern of behavior is changing presently. And it’s important to comprehend the psychology driving the shift.
The current trend in content consumption is for lone viewers. It’s no longer a popular show in the home. The young no longer watches content with their families. India, on the other hand, is still a country where most people have only one television. Viewership of material is trending away from television and toward mobile phones. Housewives with working husbands might like to view their preferred entertainment on their phones.
As a result, fans want to watch the shows that they enjoy and have grown up with. Keep in mind that OTT allows you to watch both paid and free material. When viewers have the ability to make their own decisions and want to watch anything on their own, they want to see content in their own language and in an atmosphere that they can connect to.
Many additional regional OTT platforms’ success stories may be seen from all throughout the country. Many regional OTT players are expected to enter the market. The growth of these OTT platforms is giving the larger OTT platforms with generic content a run for their money. According to an Amazon India official, Hindi is just another language on the site. Amazon India has content in all of India’s main languages. They are also devoting the same time and attention to the Tamil and Telugu online series as they are to the Hindi web series. We can now observe that they have a stronger reach in the regional market a year later.
