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Regional content gains ground on OTT even as Hindi leads
Mint Mumbai
|June 10, 2025
Video streaming platforms are seeing slow but steady growth in viewership for regional language content, driven primarily by theatrical films.
Despite this momentum, Hindi continues to dominate with a 40-45% share of total consumption, according to Nielsen's Mobile Audience Measurement report for March 2025.
Beyond Hindi, individual regional languages make up only 8-10% of total viewership. Original web series in regional languages have yet to truly break out, even within core markets, limiting the scale of investments in that segment.
Regional films such as Dragon, Premalu, Ponman, Thandel, Aavesham, and Sankranthiki Vasthunam made it to the list of top 10 streamed movies in India.
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