Streamers’ regional-content binge; RBI lays its cards on the table

Streamers’ regional-content binge; RBI lays its cards on the table

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Soumya Gupta

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Pratik Bhakta

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Soumya Gupta

10 reads
author-image

Pratik Bhakta

149 reads

The Crux newsletter this week. Streaming platforms, from Zee5 and Amazon’s Prime Video to Netflix, are adding more regional content to their production slate. Also, RBI is in no mood to allow ‘pseudo’ credit cards in the market

July 15, 2022

5 MINS READ

The race to create shows and movies in more regional languages is on. That’s where the crowd and cash currently are.

Screen savers: KGF 2 (Kannada), RRR (Telugu) and Vikram (Tamil), all 2022 releases, broke box-office records across the country. Hindi content, meanwhile, didn’t live up to its billing in theatres or on the internet.

  • All major streaming platforms in India are investing in regional content beyond Hindi big time. They woke up to the need 12 months ago. Better late than never. 
  • They have appointed new content and business heads, who are acquiring and commissioning titles, especially in Telugu and Tamil.

View count: In streaming, money has come mainly from subscriptions, which tend to plateau. Advertisements now look like a better model. More people may be willing to sign up for a service that shows ads but charges little or nothing for the subscription. (The just unveiled Netflix-Microsoft deal is a step in this direction.)

But for this to happen, companies must also expand their content menu, tailoring it to the diverse tastes of 450 million new-to-internet users in India. This segment forms the fastest-growing internet market in the world.

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