Netflix has recently intensified its focus on South Indian content, reflecting the streaming giant’s strategic response to the growing popularity of regional programming. Over the past few years, audiences in India have shown an increasing desire for content in languages such as Tamil, Telugu, Malayalam, and Kannada, prompting Netflix to expand its offerings and invest in original productions from the region.
Most recently, they acquired a range of films from all four of the South Indian languages, as well as announcing six new Tamil and Telugu originals. Speaking to The Economic Times, Monika Shergill, Netflix India’s Vice President of Content, says the surge in South Indian storytelling is among the most exciting creative developments in the country.
Explaining the Rise
The surge in viewership can primarily be connected to the rise of affordable smartphones and faster mobile internet. This has made streaming more accessible across tier-2 and tier-3 cities, which form a significant part of the South Indian audience.
It’s likely that this growth of on-demand digital entertainment could also mean a rise in other digital entertainment sectors. With increased smartphone screen time, mobile optimised entertainment options like gaming and iGaming, including popular slot games like Big Bass Bonanza and Starburst for example, could soon become mainstream across India. So, the same infrastructure that fuel Netflix’s success, including better connectivity and mobile-optimised platforms, could also create an ideal environment for the growth of other digital sectors.
Netflix’s expansion into South Indian content is not limited to acquiring popular films and shows, with the platform actively investing in original productions tailored for regional audiences. Projects such as Tamil-language thrillers, Telugu family dramas, and Malayalam comedies are increasingly being commissioned, highlighting Netflix’s desire to produce regional content.
By creating narratives that resonate with local audiences, Netflix is looking to build stronger connections and create loyalty among viewers who previously relied on traditional cinema or other streaming services.
Regional-First Strategy
Netflix’s strategy also includes leveraging talent from the South Indian film industry, both in front of and behind the camera. Collaborations with acclaimed directors, actors, and writers ensure that productions maintain high production values while capturing a real sense of regional storytelling. This approach not only attracts local audiences but also appeals to viewers nationwide and internationally, as global audiences increasingly seek authentic content from different countries.
Source: Pexels
The focus on South Indian content also reflects broader trends in India’s OTT market. Platforms across the board, including Disney+ Hotstar, Amazon Prime Video, and Zee5, have recognised the potential of regional content to drive subscriptions and engagement. Netflix’s expansion in this segment demonstrates its intent to remain competitive and maintain its position as a leading streaming platform by catering to evolving audience preferences.
According to industry reports, viewership for South Indian films and series on Netflix has risen significantly over the last two years, by as much as 50% year-on-year, prompting the company to continue investing in both new and existing content. As more original productions are released, it’s likely audiences can expect a wider variety of content from South India.
It’s clear that Netflix’s increased focus on South Indian content is a direct response to the rising demand for regional programming. By investing in original productions and tailoring offerings to regional tastes, Netflix is likely to continue to expand their audience.
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