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Netflix, JioHotstar bet big on the South as India’s OTT growth slows
Mint Mumbai
|January 08, 2026
As India’s OTT growth shows signs of plateauing beyond large cities, streaming platforms are turning their attention south.
Comfortable with dubbed content, South India is driving next phase of OTT growth, led by shows like Stephen.
Netflix and JioHotstar are stepping up investments in southern-language originals, betting that premium local stories can drive subscriber growth and engagement.
Industry experts say southern audiences—already accustomed to dubbed films and theatrical releases on streaming platforms—represent the next growth frontier. High-quality web originals in Tamil, Telugu, Malayalam and Kannada may help OTT platforms move beyond metros, where penetration has stagnated.
According to a report by media consulting firm Ormax, India’s OTT audience universe is estimated at 601.2 million, accounting for 41.1% of the population. The firm defines OTT audience as anyone who watched an online video—free or paid—over the past month.
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