OTTs chase regional content with higher spends but viewership trails

Platforms need carefully considers content strategies to ensure they are meeting the needs but viewership trails

- Lata Jha [e-mail]

OTT platforms are now allocating about 30% of their budgets to non-Hindi content as regional audiences grow.

(MINT)

Regional languages are increasingly claiming a growing share of OTT investments. Major platforms are allocating nearly 30% of their budgets to non-Hindi content as regional audiences surge and demand for premium storytelling grows.

Experts say while budgets for regional content are substantial, they are investments to build the category and tap into the growing demand.

However, viewership trends remain chequered, and return on investments for these productions can be uncertain.