Regional drift

OTT has become a popular source of entertainment, and the amount of regional content available is also on the rise. According to a FICCI report, it is predicted that over 50% of digital content will be in regional languages. Currently, this content makes up 27% of the total content. Platforms like MX Player, Sony LIV, and Zee5 are setting themselves apart from the big names like Netflix and Prime Video by focusing on stories from India’s small towns and villages in languages other than Hindi. Shows such as Samantar (Marathi), Aani Kay Hava (Gujarati), Kalyanam Conditions Apply 2.0 (Tamil), Grahan (Punjab), and Maharani (Bihar) have become hits.

The South Indian film industry has something for everyone, with anthology films like Putham Pudhu Kaalai (Amazon Prime Video) and Paava Kadhaigal (Netflix), and films like 2018 and Kantara, which had an OTT release that was bigger than a theatrical one. Actress Avika Gor is set to make her OTT debut with a Telugu series remake of a Bengali web series, Indu. Marathi actor Swwapnil Joshi was part of the successful series Samantar, and Raima Sen made her Bengali debut with the series Hello, which has three seasons. Punjabi actor Sukhwinder Chahal was cast in Netflix

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