While Hindi and English content continues to be consumed across over-the-top (OTT) platforms, regional has managed to create its own space. Regional streaming platforms like HoiChoi, and Aha among others seem to have carved out a niche by offering content tailored to specific regional tastes, breaking the shackle of a one-size-fits-all approach. To be sure, Aha – a Telegu and Tamil streaming platform launches new episodes of the program titled ‘Aha Puram’ every Friday. As per experts, the continuous release of fresh content alongside enhanced app features has been the key to keeping the audience hooked. “At Aha, we focus on telling stories that resonate with our Telegu and Tamil audience, promising fresh content every week to keep viewers engaged. Additionally, we focus on enhanced app features like 4K and Dolby on Aha Gold and competitive pricing for seamless user experience and strong loyalty,” Rakesh CK, EVP and head, SVoD and Marketing, Aha, told BrandWagon Online.
Not to mention, regional streaming platforms have seen growth in content offerings. Regional OTT content volumes exceeded Hindi language content in 2023 for the first time, as per the recent FICCI-EY report. It was claimed in the report that, 48% of the total OTT content was created in regional languages. For Aha, regional content provides reasons for users to continue their subscriptions. “Our strong regional focus and competitive content strategy allow us to consistently stay ahead of industry benchmarks. Then we nudge users to upgrade their subscriptions by delivering high-quality, regionally resonant content,” Rakesh CK added.
It is also believed that regional content has been one of the reasons for OTT’s overall popularity as a platform in India. Nowadays people can access content in their preferred language. According to industry experts, this phenomenon catered to the diverse population of India. “For example, in South India or the south market, there have been some spectacular cinemas made in Malayalam, Telegu, Tamil, and Kannada which were featured in OTT platforms and they performed well. Earlier northern India didn’t realise that they could consume it because of language barriers. Nowadays people can embrace the medium because they are getting a variety of good content,” Shankar B, CEO, Fourth Dimension said.