Regional Content Takes Centre Stage to Help Curate a Thriving Entertainment Ecosystem

The entertainment industry has undergone a significant transformation. Binge-watching an array of content has become a staple of our lives, a trend that surged during the COVID-19 pandemic and continues to gather till date. The lockdown saw the rapid growth of over-the-top (OTT) platforms, which provided uninterrupted access to high-quality content across genres and languages. With the rise of OTT platforms, there has been a shift in consumer behaviour. Audiences are breaking conventional barriers and experimenting with different genres and languages, especially regional content, and they are loving the experience.

According to Ministry of Information and Broadcasting Secretary Sanjay Jaju, OTT platforms are growing significantly in various regional languages across India. In his keynote address at the India Digital Summit (IDS) 2024, he pointed out that there were over 60 OTT platforms in India, of which 30 percent were OTT originals operating in regional languages. This number is expected to go up to 50 percent this year. A recent news report underscores how regional OTT platforms are thriving, with investors from both India and abroad pouring in millions to fuel the growth of around half a dozen of these platforms. Recognizing the growing demand for diverse content, Cloud TV has partnered with over 200 content providers, including regional partners such as Ultra Jhakaas, Chaupal, Dangal, and Pitaara, among others, to meet audience demands.

Regional Is Relatable

Regional content deeply connects with local audiences by reflecting their culture, language, and societal norms. Films like the Kannada thriller “Kantara” or the Marathi horror movie “Lapachhapi” illustrate the increasing appetite for regional content, which fosters stronger viewer engagement and loyalty. Embracing local customs, traditions, and values in storytelling not only builds cultural sensitivity but also enhances relevance. Diverse storytelling, which captures a wide array of local experiences and perspectives, plays a crucial role in the rising popularity of regional content. These narratives often tackle local issues and traditions, offering audiences a unique perspective. The phrase “Content is King” rings true, as compelling storytelling remains the key to captivate audiences and fostering continuous engagement.

Consumer behaviour is evolving, with a growing interest in regional content, that mirrors personal experiences and languages. This trend is creating opportunities for OTT platforms to differentiate themselves by offering unique, region-specific programming. As a result, viewers can enjoy premium content from the comfort of their homes, bypassing the need for traditional cinema visits.

Something For Everyone

According to the latest FICCI and EY media and entertainment industry report, the share of vernacular content will increase to 55% of total content produced as regional OTT platforms flourish and achieve scale on the back of dubbing and subtitling. With the growing dynamics of the entertainment industry, there is an evolving demand for regional content that caters to local tastes and preferences among the audience. This content upholds the spirit and significance of local languages and traditions, which builds cultural inclusivity.

Overall, the entertainment industry is moving towards a more culturally diverse and authentic future, with regional content taking centre stage. Its integration into the mainstream ecosystem is set to grow even stronger. This evolution highlights the rich tapestry of regional cultures and their ability to engage audiences on both national and global scale. By delivering distinctive and engaging stories, the industry is fostering a dynamic and inclusive entertainment landscape that values both authenticity and variety.

At Cloud TV, we continue to fuel this increasing demand by fostering key partnerships that will introduce more diversity in this varied landscape.

Reach out to us

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