India’s leading streaming platform, JioHotstar, is set to make a significant investment of $444 million over the next five years to acquire and produce content from South India. This move comes as the platform aims to capitalize on the increasing demand for regional cinema, particularly in the southern states of Tamil Nadu, Telangana, Karnataka, and Kerala.
The decision to focus on South Indian content comes at a time when the Mumbai-based Hindi film industry is facing challenges in regaining its popularity in India. In contrast, South Indian films have been gaining wider acceptance both locally and globally, often rivalling the box-office performance of Hindi films.
Krishnan Kutty, the head of entertainment for southern India at JioStar, the Reliance-Disney joint venture behind JioHotstar, emphasized the platform’s commitment to the South Indian market. He announced plans to invest 40 billion rupees over the next five years to expand their content offerings and attract more subscribers.
With over 200 million subscribers, JioHotstar competes with global streaming giants like Amazon Prime Video and Netflix in India. The platform aims to more than double its subscriber base by introducing regional and influencer-based content. South India, with its diverse languages and vibrant film industries in Tamil, Telugu, Kannada, and Malayalam, presents a significant growth opportunity for JioHotstar.
Consumers in southern Indian states have shown a strong preference for JioHotstar, spending 70% more time on the platform compared to other regions. The platform’s affordable pricing, with its cheapest plan costing as little as 50 rupees a month, has also contributed to its popularity in the region.
JioHotstar’s investment will focus on producing series and movies from the South Indian region, as well as expanding its portfolio of non-scripted content. Kutty stated that the platform will prioritize investing in films that have already been released in cinemas, showcasing a mix of new and popular regional content.
In response to Netflix’s recent deal to acquire Warner Bros Discovery’s TV, film studios, and streaming business, Sushant Sreeram, the chief marketing officer at JioStar, confirmed that their partnership with Warner Bros will continue until the end date. He did not disclose the specific timeline for this partnership.
As the streaming industry continues to evolve, JioHotstar remains committed to providing quality content to its subscribers in South India and beyond. The platform’s strategic investment in regional content reflects its dedication to meeting the diverse entertainment needs of its audience.
(Source: Reporting by Praveen Paramasivam in Chennai; Editing by Mrigank Dhaniwala)
