Regional content players struggle with low ad rates, poor algorithms

Regional content is booming across audio and video streaming platforms. But for many small players, the growth hasn't translated into fair value or visibility.

- Lata Jha

Despite the surge in hyperlocal, regional-language content across audio and video platforms, smaller creators producing such films, shows, and music say they remain constrained by industry norms that favour mainstream languages like Hindi and English.

A key hurdle: ad rates. CPMs (cost per mille, the cost an advertiser pays for 1,000 impressions) for regional content are usually lower, and smaller creators have little negotiating power. Platforms often offer standard rates, leaving them as 'price takers, not price makers'.

Adding to the challenge, algorithm-driven platforms such as YouTube and Meta determine revenue largely on performance metrics—watch time, clicks, and ad returns—rather than on direct deals or custom rates. These algorithms optimise for engagement, but don't always account for the nuances or loyalty of niche audiences.