Regional OTTs bank on native loyalty as viewership lags behind foreign players
Live MintConstricted by a smaller viewer pool, regional language video streaming platforms attract much lower viewership for an average new launch compared to larger, national OTT platforms such as Netflix or Prime Video. Rajat Agrawal, chief operating officer of Ultra Media & Entertainment Group, said, “While originals from global giants might attract 2-4 million views within a week, regional OTTs often see viewership in the range of a few hundred thousand to one million, depending on the platform and the show. International platforms operate on a global scale with massive marketing budgets and a wider subscriber base, while regional OTTs cater to niche but loyal audiences within specific linguistic or cultural boundaries. According to Manpreet Singh Ahuja, TMT sector leader and chief digital officer at PwC India, the audience base of national players like a Disney+ Hotstar and Amazon Prime Video is 35 million and 20 million, whereas the figure for popular regional OTTs like aha Video and Hoichoi would be 3 million and 6 million, respectively.
History of this topic
Smaller OTT platforms cash in on regional movie acquisitions as bigger players go slow build on originals
Live Mint
Most popular Indian OTT originals reach one-third of overall streaming universe amid content discovery challenges
Live MintIs Global OTT Content on Decline with Rise of Regional Content
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Regional OTT Platforms Make a Big Splash Taking Local Stories Beyond Language Barriers
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