Siju Prabhakaran, chief business officer of ZEE5, is optimistic about the upcoming release of the Kannada fantasy thriller ‘Jerax’ on April 24, aiming to boost viewership in Karnataka, a market he describes as underserved. He noted that both Kannada and Marathi languages represent significant opportunities for OTT platforms, which have traditionally focused on Hindi content. ZEE5 has positioned itself as a multilingual service with the tagline ‘Apni Bhasha, Apni Kahaniyan’, and currently, non-Hindi languages contribute 60-65% of its viewership, with Telugu, Tamil, and Marathi leading the way. A recent Ficci-EY report highlighted that regional languages accounted for 56% of the total content produced for digital platforms in 2025, indicating a shift towards vernacular storytelling. As the OTT subscriber base is expected to grow to 191 million by 2028, platforms like JioHotstar are investing heavily in regional content, with a commitment of ₹4,000 crore to enhance the southern market. The focus on regional narratives is not just a growth strategy but is becoming central to leadership in the industry, as noted by Krishnan Kutty from JioStar. With initiatives to foster local talent and storytelling formats, the landscape of Indian OTT content is evolving rapidly.