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Diversity of Indian Regional Content on OTT Platforms: A Critical Review

Dr. Bharat Dhiman

Over the top platforms (OTT) have completely transformed the way we consume content. When it comes to content, Indian viewers love regional content on OTT platforms, according to a recent study titled Indian OTT Platforms 2023. According to a FICCI-PwC report, the share of regional language consumption on OTT platforms will cross 50% of total time spent by 2025, easing past Hindi at 45%. According to ABI Research, the over-the-top (OTT) video market across the world will continue to grow at a brisk pace, and with a surge compound annual growth rate (CAGR) of 10 percent through 2022, the OTT market will generate a massive $51.4 billion. In the current scenario, OTT platforms are emerging in regional markets that cater to local tastes and preferences. The regional OTT players are firmly focused on meeting the content needs of native audiences. In the last one year, we have seen regional OTT platforms mushrooming in markets like Karnataka, Andhra Pradesh-Telangana, Maharashtra, Gujarat, Kerala, and Tamil Nadu. Some of the well- known platforms in this space are aha (Telugu), Hoichoi (Bengali), Planet Marathi, Koode (Malayalam), and City Short TV (Gujarati), among others. OTT is following in the footsteps of TV broadcasting. Regional content has successfully reshaped regional storytelling on the digital medium. Regional content has unexplored potential and the ability to establish a strong connection with the audience. This review paper highlights the Diversity of Indian Regional Content on OTT Platforms.